Omnichannel Strategy an Innovation of Marketing in New Normal Era

Abstract

This paper examines an innovative marketing strategy carried out by marketplaces in Indonesia in the new normal era, namely omnichannel. This strategy is interesting to write about because it is still something new in Indonesia, even though some developed countries have already implemented this strategy. The author took a sample from one of the local marketplaces that first tried to apply this strategy in the retail industry, namely Blibli. com, written descriptively which tries to describe and describe the problem in a narrative way by using references from books, journals, articles both manual and digital relating to the study material raised. From the results of this study, it is known that this omnichannel strategy is very suitable for use in the current new normal condition because it can reduce consumer mobility to shop directly, the drawback is that this strategy requires enormous costs, it requires experts in web programming, technology, software, and needs. very strong data security system. So that only large-scale business industries are able to implement this marketing strategy such as blibi.com. For small-scale businesses, of course this is too heavy a burden to bear, especially in the midst of the Covid-19 attack that has made business people have to endure difficult conditions.

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