Anywhere, anytime... it's about all customers! The omnichannel approach for an advanced shopping experience

• Κύριος συγγραφέας: Κασπίρης, Μάριος
• Άλλοι συγγραφείς: Τζελέπης, Δημήτριος
• Μορφή: Thesis
• Γλώσσα: English
• Έκδοση: 2018
• Θέματα: Omnichannel retailing; Marketplaces; Shopping journey; Channel integration; Online-offline retailing; Omnichannel experience; Πολυκαναλικό λιανικό εμπόριο; Αγορές; Αγοραστικό ταξίδι; 381.1

Connected consumers want to be able to buy anytime, anywhere. Connected consumers are driving a revolution in retailing. With access to a range of new technologies and a wide variety of online resources, these connected consumers are using multiple sources of product information when shopping, including in-store displays, retailer websites, online review sites, online marketplaces and social media. By engaging across different channels consumers can research and shop at their convenience, anytime, anywhere. Omnichannel retailing responds to this trend, by seeking to provide a flexible and seamless shopping experience regardless of whether the customer walks into a store, browses the web, or orders via a mobile phone. By being broadly present across channels and enabling each channel to serve the customer at any point through the purchase journey, retailers can raise brand awareness, drive loyalty and ultimately value.These trends have the potential to enable new purchases where the product or service desired was otherwise not available to the consumer or new opportunities for retailers, by enabling each channel to serve consumers at any point of their shopping journey. However, increased choice, information and convenience also increase competition.