engleski

ONLINE AND OFFLINE CHANNEL INTEGRATION: O2O COMMERCE AS A FIRST STEP TO OMNICHANNEL STRATEGY?

The retail industry has changed significantly in the past decade. The digital revolution has created exacting customers expecting higher levels of service and product quality. In order to remain competitive for their customers, traditional brick-and-mortar retailers have added online channels, and revolutionized mobile technologies along with social media, becoming omnichannel retail companies. The purpose of this paper is to provide a current state of the research on differences between multichannel and omnichannel retailing, as well as O2O commerce as a transition retail model. The paper also presents the practices and factors increasing satisfaction of consumers buying their products online and offline. The paper is based on a review of the existing literature of academic studies and research based studies. The review offers a structured approach to what is a current research gap in the field of omnichannel retailing, and provides a roadmap for future research.

channel integration ; customer satisfaction ; multichannel ; omnichannel ; O2O commerce

nije evidentirano