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Consumer perspective of omnichannel commerce

Author

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  • Kaczorowska-Spychalska Dominika

    (University of Lodz, Faculty of Management, Department of Marketing)

Abstract

The evolution of hypermedia space and growing saturation of the market with mobile devices, an increasing role of Big Data, which allow for multidimensional analysis of data from offline and online markets, growing popularization of solutions of Market Intelligence supported by Cloud Computing technology as well as development of potential and opportunities of adapting the Artificial Intelligence (AI) and Internet of Things (IoT) in commerce cause that customers and their experience become a major point of activity of companies/brands. Shopping experience of a buyer is an effect of multiple and multidimensional contacts, often conducted simultaneously in many channels and in the real time. It forces an increasingly growing number of challenges that companies/brands are presented with if they want to optimize a space of customer journey and have to ensure continuity, coherence and complexity of experiences for their customers. Searching or creating these benefits that customers expect and their constant development becomes a prerequisite in this situation so that variety of positive experiences resulting in customer satisfaction and happiness could be guaranteed.

Suggested Citation

  • Kaczorowska-Spychalska Dominika, 2017. "Consumer perspective of omnichannel commerce," Management, Sciendo, vol. 21(2), pages 95-108, December.
    • Handle: RePEc:vrs:manmen:v:21:y:2017:i:2:p:95-108:n:7
    DOI: 10.1515/manment-2017-0007
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
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    More about this item

    Keywords

    omnichannel commerce; retail trade; customer; Internet of Things (IoT);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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