Omnichannel Value Chain: Mapping Digital Technologies for Channel Integration Activities

In order to provide a seamless customer experience, researchers and practitioners have proposed creation of an omnichannel retailing environment by integrating online and offline channels. Channel integration necessitates use of digital technologies and there are myriads of technological solutions available. However, retailers are struggling with selection and implementation of suitable technologies to add value through channel integration. Despite the strong practical need, this issue has not been effectively addressed in the academic literature. This paper presents an omnichannel value chain underpinned by Porter’s value chain model. We identify ten channel integration activities for value creation by carrying out a synthesis of current research on omnichannel retailing. Enabling digital technologies are then mapped to these activities using technology implementation examples and provide a guideline for retailers to select appropriate technologies for the identified value creation activities

Enamel Erosion by 15% and 18% Hydrochloric Acid Gels after Different Application Times

Background and Aim: Discolored teeth are among the most common reasons behind seeking esthetic dental treatments. Resin infiltration is a new technique for treatment of white spot lesions (WSLs). In this technique, 15% hydrochloric acid (HCl) is used to cause surface erosion. The aim of this study was to compare the enamel erosion caused by 15% and 18% HCl gels after different application times. Materials and Methods: In this experimental study, sixty sound enamel surfaces were randomly divided into six groups of 10 (G1-G6). G1 specimens were subjected to 15% HCl gel for 75 seconds. G2 and G3 samples were subjected to 15% HCl for 90 and 120 seconds, respectively. G4, G5, and G6 specimens were subjected to 18% HCl for 75, 90, and 120 seconds, respectively. The specimens were then evaluated under a scanning electron microscope (SEM), and the depth of erosion was recorded. Data were analyzed by using one-way analysis of variance (ANOVA) and Tukey’s post-hoc test with a 95% confidence interval. Results: The depth of erosion in 18% HCl groups was greater than that in 15% HCl groups after the same application times (P0.05). Conclusion: The results of this study showed that the application of 18% HCl for 75 seconds is a suitable alternative to the application of 15% HCl for 120 seconds in the resin infiltration technique