Towards Omnichannel Retail Management: Evidences from Practice

Abstract

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.

Citation

Castaldo, S. and Grosso, M. (2020), "Towards Omnichannel Retail Management: Evidences from Practice", Pantano, E. (Ed.) Retail Futures, Emerald Publishing Limited, Leeds, pp. 97-110. https://doi.org/10.1108/978-1-83867-663-620201013