| Popis: |
This chapter discusses the relevance in the current retail landscape of developing an omnichannel strategy to manage retailers' interaction with their customers. First, we clarify the difference between multichannel and omnichannel management. Next, we report on the results of an exploratory multiple case study that analyzed the state of the art of this strategy implementation in different retail profiles. The results present the following themes: managers' interpretations of omnichannel strategies, main omnichannel drivers, the organizational aspect, the channel mix, the customer journey analysis, the main key performance indicators and a profile of the most successful companies. Learning Outcomes Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction; Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers; The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer; Introducing omnichannel interaction requires organizational and IT changes within the company. |
