Evolution of omni-channel business models: a new community-based omni-channel and data-enabled ecosystem

PurposeThe authors seek to crack the model of new retail by outlining the unique business model known as community-based omni-channel and data-enabled ecosystem.Design/methodology/approachThe study’s analyses of Hema cases and other examples reveal a new omni-channel model, a community-based and data-enabled ecosystem model.FindingsThe ecosystem targets local customers within a limited geographical range. It is also data-enabled and effectively leverages large-scale data on consumers, store operations, supply chains and logistics to ensure the smooth functioning of the ecosystem.Originality/valueThe authors hope the typology brings new insights to the development of omni-channel retail.