Omni-Channel – a Solution for Romanian Companies to Achieve Competitiveness on the Global Market?

Cosmin Dobrin () and Adriana Dima (Girneata)
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Cosmin Dobrin: Bucharest University of Economic Studies

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, 2018, vol. 1, issue 1, 273-279

Abstract: Technological advances and changes in consumer habits force companies to change the manner they interact with customers. Omni-channel is a relatively recent term that targets a business model where companies interact with consumers, with a primary focus on customers rather than on the company. Omni-channel assumes that all channels of sales and communication to the client are taken into account. For an effective approach, the focus must be on both the sales channel and communication, as well as the way customers want to relate to that company. The Omni-channel penetration also involves a change in the company, the sales channels must be integrated, and the Omni-channel experience is also matched by the correlation of supply with physical stocks and product availability. Omni-channel is a way to eliminate unnecessary operational costs and can be seen as the goal to be directed by the big companies in the country, but it remains to be seen when and in what form.

Keywords: Omni-channel; competitiveness; retail companies; consumer buying behaviour; channel integration (search for similar items in EconPapers)
Date: 2018
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