To read the full version of this content please select one of the options below:

Planning and implementing an effective omnichannel marketing program

Barry Berman (Department of Marketing and International Business, Hofstra University, Hempstead, New York, USA)
Shawn Thelen (Department of Marketing and International Business, Hofstra University, Hempstead, New York, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 7 August 2018

Issue publication date: 28 August 2018

Abstract

Purpose

The purpose of this paper is to analyze differences between multichannel and omnichannel marketing, describe the advantages of omnichannel marketing and explain how retailers can best transition from multichannel marketing to omnichannel marketing.

Design/methodology/approach

The paper’s findings are based on a systemic review of the literature of academic studies, research-based studies by major consulting firms and case study reports of effective omnichannel retailers. The approach used is managerial and strategic.

Findings

Four stages are identified between a pure multichannel and a pure omnichannel marketing strategy. This multistage approach enables a firm to determine its current position, to view the gaps in its strategy in moving to the next level and to develop appropriate actions to move to the next higher level. This paper also identifies barriers to a firm implementing an omnichannel marketing strategy and describes how these barriers can be overcome.

Practical implications

This paper describes the advantages associated with omnichannel marketing and discusses a strategy to transition to omnichannel marketing. Barriers to adopting omnichannel marketing and how they can be overcome are analyzed.

Originality/value

This study makes a number of contributions to the literature on omnichannel marketing. It sets forth specific criteria for firms to determine their present stage on the multichannel marketing to omnichannel marketing hierarchy. This strategic approach provides firms with a roadmap to planning and implementing an omnichannel marketing orientation. The paper concludes with directions for future research and managerial implications and conclusions.

Keywords

Citation

Berman, B. and Thelen, S. (2018), "Planning and implementing an effective omnichannel marketing program", International Journal of Retail & Distribution Management, Vol. 46 No. 7, pp. 598-614. https://doi.org/10.1108/IJRDM-08-2016-0131

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited