The Challenge of a Truly Omni Channel Approach for Retailers

Theodor Purcarea

Romanian Distribution Committee Magazine, 2016, vol. 7, issue 2, 26-31

Abstract: There is an increasing preoccupation for the Omni channel integration experience, Omni channel customer spending more, depending on his Omni channel shopping experience, and wanting to be educated to be sure he is getting the best value. Retailers are under real pressure for identifying the best solutions while facing challenges through the sales cycle, struggling to have the big picture of their customers Omni channel journey. They have to synchronize online and physical experience to deliver on brand promise, so as to ensure the seamless, personal and relevant experience wanted by their consumers. Omni channel practices are considered essential for a quality shopping experience, and mapping the customer journey is the first step in creating a proper problem-solving company s framework within a strategic digital marketing approach taking into account what matters to always connected consumers.

Keywords: Omni channel shopping experience; Omni channel practices; Omni channel journey; Omni channel digital customer experience (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 (search for similar items in EconPapers)
Date: 2016
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