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What omnichannel really means?

Strong, Carolyn 2021. What omnichannel really means? Journal of Strategic Marketing 29 (7) , pp. 567-573. 10.1080/0965254X.2021.1937284

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It is hard to overlook the concept of omnichannel within the retail and service landscape nowadays. Current customers make purchase decisions using several channels at the same time. Ordering online but picking up in-store, searching for a better price online through mobile phones while in-store, switching from one channel to another in search of better value etc., are common practices among consumers. The longstanding line between online store and offline store is becoming blurred. Therefore, instead of managing websites, mobile apps and physical stores separately, companies need to rethink their multichannel marketing strategy by creating one holistic approach, an omnichannel approach. Indeed, the way managers act upon or implement this concept will differ, but having a clear understanding of what omnichannel really means will allow managers to interpret the ways it can be leveraged to create and capture better value.

Item Type: Article
Date Type: Published Online
Status: Published
Schools: Business (Including Economics)
Subjects: A General Works > AZ History of Scholarship The Humanities
Publisher: Taylor and Francis
ISSN: 0965254X.2021.1937284
Date of First Compliant Deposit: 26 July 2021
Date of Acceptance: 19 May 2021
Last Modified: 15 Oct 2021 13:17

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