Omni-Channel Retailing: the changing battleground

James Rowell

Romanian Distribution Committee Magazine, 2015, vol. 6, issue 4, 10-17

Abstract: The world of shopping is continuing to change, and the parameters for success or maintaining an advantage are also changing. There are recent and important changes in this business ecology. With new market entrants, changes in consumer behaviour, the introduction of consumer technology, Omni-channel has become even more competitive. Retailers are reviewing from marketing and operations perspective the range(s) of products made available through different channels and/or locations. Speed has become a crucial competitive factor. There is a real need to develop the operating model(s) which are attractive to their market segments and customer base, and retain their loyalty.

Keywords: Omni-Channel Retailing; Pressure for Change; Customer Benefits and Loyalty (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 (search for similar items in EconPapers)
Date: 2015
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