Customer Preferences of Multichannel Operations in the Context of Omnichannel World

Abstract

As competition has been rising tremendously in the emergence and realization of globalization, some business models with regard to retailing have changed. In this sense, there has been a huge introduction to new terms and concepts related to omnichannel operations, mainly focusing on new trends in multichannel strategies. With the aid of recent technologies and changing lifestyles of customers, there exists an obvious change in shopper behavior. In this globe, multichannel operations have been detected as a means to differentiate products and services which might in return add a potential value to the success of omnichannel management strategies thereby bringing a huge value to customers. This chapter discusses main terms and terminologies, along with common practices, on how customer preferences of multichannel operations have evolved throughout the years of competition and globalization while putting the main focus of concern in multichannel marketing attempts, changes in customer preferences in this trend, and the emergence of effective strategies that enhance the best fit of marketing management theories and practices in multichannel operations. Finally, the overall initiative of this chapter is to come up with some concrete strategies that might enrich the overall standing of omnichannel management operations and practices.

Citation

Öztek, M.Y. and Çengel, Ö. (2020), "Customer Preferences of Multichannel Operations in the Context of Omnichannel World", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, Emerald Publishing Limited, Leeds, pp. 43-54. https://doi.org/10.1108/978-1-80043-388-520201006