The omni-channel approach: A utopia for companies?

Abstract

A shift toward seamless consumer journey experience is a new concept observed in the retail industry resulting from customer-centric approach (Schoenbachler & Gordon, 2002). In the new paradigm, channels are becoming more intertwined and intricate and ultimately we have to face the omni-channel alternative. However, this alternative seems to be difficult to operationalize by companies. This is mainly due to several difficulties that need to be unveiled and disentangled. Therefore, in this paper, we aimed at identifying the barriers faced by firms and categorize them depending on the perspective: operational and strategic (where employeerelated and strategy-related factors were identified). Based on that, some propositions of further research were suggested to verify if the framework proposed effectively explains the main reasons why firms are facing difficulties in implementing a real omni-channel approach.

Value creation through omnichannel practices for multi-actor customers: an evolutionary view

“…Thus, firms can establish omnichannel practices where customers have a fully synchronized and seamless experience throughout the customer journey, regardless of which channels they choose (Hajdas et al, 2020). A customer's journey may start with a message on Facebook advertising a special offerfor example, an Italian suit.…”

“…Digital technology enables the transfer Value creation through omnichannel practices of information not only between the firm and the customer but also between different channels for each individual customer (Henning-Thurau et al, 2010). Thus, firms can establish omnichannel practices where customers have a fully synchronized and seamless experience throughout the customer journey, regardless of which channels they choose (Hajdas et al, 2020). A customer's journey may start with a message on Facebook advertising a special offerfor example, an Italian suit.…”

The Positive Influences of Financial Omni-Channel Marketing Approach on Customer Satisfaction

“…These types of tools are synchronized with each other and offer various opportunities for businesses. To take advantage of such potentials, brands should know how to inset consumer information from all channels and be able to analyze them (Dinçer and Mengir 2020;Hajdas et al 2020).…”

Desenvolvimento De Uma Plataforma E-Commerce Para Venda De Lanches Saudáveis a Escolas Em Portugal

“…Seria, também, de interesse conhecer eventuais efeitos sinérgicos ou antagônicos. Este ponto é reforçado na literatura (FARSI et al, 2019, HAJDAS et al, 2020, com indicação para a sua análise em detalhe, sugerindo-se que, em trabalhos futuros, não apenas novos modelos e suas vantagens sejam estudados, mas também os eventuais impactos que eles podem ter em outras unidades estratégicas de negócio da empresa e em outras áreas de atuação.…”

“…Organizações varejistas tradicionais têm, em todo o mundo, buscado formas de incorporar, em sua atividade, o canal online. Nesse contexto, a ideia de repensar o modelo de negócios para adequar os canais de marketing, integrando a atividade física e digital, tem ganhado força (HU et al, 2016;HAJDAS;RAMDOSKA;. Seja explorando a multicanalidade, seja criando uma integração omnichannel, as empresas do segmento do varejo têm modificado suas operações e sua estrutura de forma a explorar eventuais ganhos.…”