Omnichannel marketing strategy

Aleshnikova, Vera; Береговская, Т. А.; Сумарокова, Е. В.

doi:10.26425/1816-4277-2019-2-39-45

Cited by 5 publications

(1 citation statement)

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“…Omnichannel marketing strategy is an approach to customers that combines every channel that consumers use to connect to the company, such as: Email, social media, SMS, WhatsApp Business, Chat on the Web, and so on. In order to optimally implement this system, business owners must combine the information systems they have (Aleshnikova et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Omnichannel Marketing: Connecting Consumer Experiences from Online to Offline

Ismail Razak

2023

esaprom

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Omnichannel marketing is a strategic approach that integrates all distribution channels and customer interactions, creating a consistent and seamless experience from online to offline platforms. This research aims to explore how omnichannel marketing can effectively connect consumer experiences from the online to the offline world. This research uses a qualitative approach with descriptive methods. The research results show that the implementation of omnichannel marketing has had a positive impact in connecting customer experiences from online to offline channels. Customer data integration enables a better understanding of customer preferences and behavior, enabling more targeted marketing strategies. Flexibility in payment systems and omnichannel performance analysis capabilities provide valuable insights for companies to improve the effectiveness of marketing campaigns. Overall, omnichannel marketing proves that continuous customer engagement, personalization of experiences, and channel integration can increase customer satisfaction and support a company's business goals.

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Section: Literature Reviewmentioning

confidence: 99%

Omnichannel Marketing: Connecting Consumer Experiences from Online to Offline

Ismail Razak

2023

esaprom

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Omnichannel as a Modern Concept of Interaction with the Consumer

Arkhipova

Azoev

Gurieva

2020

"Smart Technologies" for Society, State and Economy

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The article deals with changes that have occurred in the process of consumers' decision-making to purchase in the conditions of digital transformation. It was found that almost at all stages of the process, digital technology in general, as well as the Internet and social networks in particular, have a significant impact on the result of the purchase. Multichannel strategies no longer provide optimal results, as they are designed to ensure that different points of contact with the brand and different channels will be used by different consumers. In fact, the same consumer now uses different channels, moreover, it often happens simultaneously. This leads to the recognition of the need for enterprises to develop omnichannel strategies for interaction with consumers, resulting in a unified approach. Consequently, all efforts (in assortment planning, distribution channels, pricing policies, communications) should be aimed at complementarity and consistency with this end-to-end process of making a purchase decision.

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Omnichannel Approach to Customer Service in the Digital Economy

Kazarenkova,

Biktagirova,

Ershov

2023

jour

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Relevance. The current conditions for the development of the customer service system in companies of various business profiles are characterized by the influence of many factors: from uncertainty and increased risks against the background of the consequences of the coronavirus pandemic and sanctions pressure to the digital transformation of business processes. At the same time, generations of potential consumers are changing, which contributes to the transformation of approaches to customer service and their requirements for the quality of products, services and services.In this regard, the relevance of finding new customer service channels, expanding the sphere of promotion of products and services to potential consumers, as well as mastering new methods and technologies of client services is growing. The implementation of these areas is possible on the basis of the development and implementation of an omnichannel service system for a potential and formed client base.The purpose of the study is to identify modern trends and potential for the development of an omnichannel approach to customer service in the context of the digital transformation of the Russian economy.Objectives: highlight the factors of changing the paradigm of customer service; determine the directions of transformation of customer service services; identify the prerequisites for using the omnichannel approach to the implementation of client services and the potential for its development in the modern conditions of the digital economy.Methodology. In the course of the study, general scientific methods were used: scientific abstraction, analysis and synthesis, generalization and extrapolation.Results. The study made it possible to form and highlight the following scientific results: the essence and content of the omnichannel approach to customer service was determined; the classification of channels and customer service services in the aggregate of the omnichannel approach was given, promising directions of omnichannel service systems in the digital economy were identified.Conclusions. The digital transformation of business processes affects the customer service system, primarily in terms of the choice of specific channels and services, as well as an integrated approach to their implementation. Customer focus as a basic trend in the development of modern business contributes to improving the efficiency of the customer service system based on omnichannel services.

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Omnichannel marketing strategy

Cited by 5 publications

References 0 publications

Omnichannel Marketing: Connecting Consumer Experiences from Online to Offline

Omnichannel Marketing: Connecting Consumer Experiences from Online to Offline

Omnichannel as a Modern Concept of Interaction with the Consumer

Omnichannel Approach to Customer Service in the Digital Economy

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