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Besides having an important place in the daily lives of today’s consumers, technology impacts consumer behavior in variety of ways such as giving direction to their buying behavior, changing the characteristics that they expect from a product and the value they perceive, and influencing their satisfaction about the product. When omnichannel marketing is analyzed in this respect, it is an important issue that should be considered for the success of the marketing activities of the enterprises. This chapter will explain the single channel first and then multichannel marketing and omnichannel marketing concepts. The potential effects of omnichannel usage on issues about consumer behavior such as brand loyalty, customer satisfaction, perceived brand value, and buying behavior will be explained in detail. Then, the characteristics of the consumers using omnichannel and the factors affecting the success of these continents in terms of both consumers and businesses will be discussed. In this chapter, omnichannel marketing application examples will also be discussed in detail.

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in communication strategies managed by retailers by way of in-store communications, taking advantage of both traditional and digital media. As a result, besides being a place of purchase, the point of sale has become an environment where customer relationships are being built and developed over time. In this book chapter, we take a closer look at current in-store communications via cutting-edge digital media solutions designed to boost customer experience and brand loyalty. To gain a better understanding of these new forms of communication, we have also conducted a qualitative case study on “The Supermarket of the Future,” a new retail format recently launched by Coop Italia in Milan, using data from different sources, including internal and external document reviews and in-store observations. Overall, this study outlines an innovative customer relationship format consistent with an omni-channel approach and informative in-store communications integrating traditional and new digital media.

This case study offers an analysis of the main success drivers that allowed Majid Al Futtaim Retail, operator of Carrefour in the UAE, a major chain of hypermarkets and supermarkets, to undertake a digital transformation and achieve its objective of successfully launching their online grocery business in 2018. Within one year of launching their e-commerce business online, Carrefour UAE was able to achieve a 100% growth in the number of orders and a 110% growth in the number of new customers. Therefore, how did this company that is headquartered in the UAE and operates in 16 international markets, do it? And what did it take to digitize a business that has been operating in the traditional retail business for more than 20 years? Our analysis of Carrefour’s business model and Majid Al Futtaim Retail’s approach to launching their online business in the UAE shows that the main reasons behind their success were having a data-driven approach, adopting a customer-obsessed mindset, building an employee-centric culture and ensuring that continuous innovation is taking place across all business functions, all the time.¹

This study explores the importance of application search engine (ASE) technology in the omni-channel strategy. For this purpose, this chapter firstly explains the concepts of the omni-channel and the search engines and the importance of them. Then, omni-channel in the framework of ASEs is discussed. Finally, recommendations for further researches are presented.

Nowadays companies are constantly changing their retail settings and strategies to keep up with technological developments and consumer needs. Digital transformation enabled one’s shopping experience to be more efficient in terms of money, time, physical effort and other elements that determine the price a consumer has to pay. Channels of communication and distribution have evolved, increased in number and also became integrated. Mobile devices, mobile applications and location services help consumers in their shopping journey. These developments have led us to a new concept called omni-channel management. In theory, the omni-channel refers to a single and unified channel experience with multiple touchpoints, which include physical stores, online stores and direct marketing; mass communication channels (television, radio, print media, C2C, etc.), online channels (social media, search engines, comparison sites, e-mail, display etc.) and mobile channels (SMS, branded apps, etc.). Some examples of omni-channel practices are click-reserve, click-collect, tablets as in-store sales tools, in-store product order through mobile apps, etc.

In this chapter, the latest trends in marketing channels are discussed with enabling digital technologies and relevant success factors. Challenges and opportunities in implementing omni-channel strategies and several omni-channel initiatives from Turkey are reported.

A research was employed to present consumers’ preferences of touchpoints/channels for search, payment and delivery, and to find out the drivers that lead consumers to use more than one channel simultaneously and/or interchangeably in a buying process. The results will guide the readers to understand consumer behaviour in the new omni-channel world.

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.

Online retailing is continuing to grow at a time with many fashion brands are closing retail stores. Social media is now an essential component within the purchase journey of a fashion consumer. As social media networks continue to develop transactional capabilities, this has giving rise to the expansion of social shopping. Fashion brands need to consider how best to optimise social shopping opportunities as an extension of the retail shopping experience. Reviewing developments within retailing, a conceptual model of social shopping is proposed, which places mobile technologies as central to the social shopping experience both on social media and in store.

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies have been introduced as a means to differentiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This chapter reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.