“The journey towards omnichannel retailing”: Lozada Travel

Matias Chiavelli
Additional contact information
Matias Chiavelli: Universidad Siglo 21, Licenciatura en Comercialización. Argentina

Diginomics, 2024, vol. 3, 104

Abstract: In this work, the undersigned, will present the necessary guidelines to reposition the company Lozada Viajes, in the On Line channel, through omnichannel. Lozada Viajes managed a multi-channel offline business model, which allowed the company to achieve success in said channel. At present, this model has become completely obsolete. Starting from a deep internal and external analysis, a plan is proposed to reposition the company, through the perception, remembrance and association of the brand that allows it to obtain a better perception of it. All this, accompanied by the re-linking with certain key attributes, which currently have a significant value given the growing online trend in the sector. For this reason, a unification of the Off and On Line channels is proposed to achieve the expected results and thus achieve omnichannel, which is detailed in the final conclusions.

Keywords: Omnichannel; Repositioning; Brand association; Brand perception; Brand image; Brand identity; Branding (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://diginomics.ar/index.php/digi/article/view/104 Abstract page (text/html)
https://diginomics.ar/index.php/digi/article/download/104/234 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:3:y:2024:id:104

DOI: 10.56294/digi2024104

Access Statistics for this article

More articles in Diginomics from Centro de Estudios de Economía Digital
Bibliographic data for series maintained by Prof. Carlos Alberto Gómez Cano ().