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Retail in the era of Omni channel marketing

Theodor Purcarea

Romanian Distribution Committee Magazine, 2016, vol. 7, issue 4, 24-30

Abstract: There is no doubt that today’s Omni shoppers looking for richer experiences have great expectations from retailers, which must be ready to take their shopper marketing to the next level, creating insight matched with relevant market intelligence. On the Romanian retail market there is a considerable increase in the number of stores at the level of international retail chains. That is why a look at the recent developments on U.S. or European Union retail markets within the context of marketing changed by the rise of social media (and not only), considering, among others, the top retail trends, how consumers want to receive brand communications from retailers, how brands can enable a seamless customer experience and so on, give us another perspective of the retail marketing environment and of the challenges ahead.

Keywords: Omni channel marketing; Omni channel retailing; Retail challenges (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 (search for similar items in EconPapers)
Date: 2016
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