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Omni-Channel Retailing: the changing battleground


  • ROWELL, James


The world of shopping is continuing to change, and the parameters for success or maintaining an advantage are also changing. There are recent and important changes in this business ecology. With new market entrants, changes in consumer behaviour, the introduction of consumer technology, Omni-channel has become even more competitive. Retailers are reviewing from marketing and operations perspective the range(s) of products made available through different channels and/or locations. Speed has become a crucial competitive factor. There is a real need to develop the operating model(s) which are attractive to their market segments and customer base, and retain their loyalty.

Suggested Citation

  • ROWELL, James, 2015. "Omni-Channel Retailing: the changing battleground," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 6(4), pages 10-17, December.
  • Handle: RePEc:rdc:journl:v:6:y:2015:i:4:p:10-17

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    Omni-Channel Retailing; Pressure for Change; Customer Benefits and Loyalty;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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