How to Include Omnichannel Services in Land-Use Policy?

Abstract

This paper is a reflective overview of the knowledge on online conversion of services in the perspective of urban planning. It points that traditional planning aimed at building optimal spatial relationships between particular functions in urban environment. Particular decision-making rules have been introduced, contributing to a hierarchical land-use structure. This traditional approach has been recently challenged by the rapid ICT development which added a lively, virtual, and non-spatial dimension of urban economy. The well-established foundations of urban planning started to shake, calling for a new paradigm. This paper looks for an alternative to conventional planning which would be able to develop policies for omnichannel services (i.e., enterprises that use both online and offline channels for communicating and distributing their products). The advantages of ‘e-planning' in managing omnichannel services sector are outlined and a conclusion is drawn that only a multi-channel approach can bring appropriate answers to contemporary developments in services sector.