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The Challenge of a Truly Omni Channel Approach for Retailers


  • PURCAREA, Theodor


There is an increasing preoccupation for the Omni channel integration experience, Omni channel customer spending more, depending on his Omni channel shopping experience, and wanting to be educated to be sure he is getting the best value. Retailers are under real pressure for identifying the best solutions while facing challenges through the sales cycle, struggling to have the big picture of their customers’ Omni channel journey. They have to synchronize online and physical experience to deliver on brand promise, so as to ensure the seamless, personal and relevant experience wanted by their consumers. Omni channel practices are considered essential for a quality shopping experience, and mapping the customer journey is the first step in creating a proper problem-solving company’s framework within a strategic digital marketing approach taking into account what matters to always connected consumers.

Suggested Citation

  • PURCAREA, Theodor, 2016. "The Challenge of a Truly Omni Channel Approach for Retailers," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(2), pages 26-31, July.
  • Handle: RePEc:rdc:journl:v:7:y:2016:i:2:p:26-31

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    Omni channel shopping experience; Omni channel practices; Omni channel journey; Omni channel digital customer experience;
    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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