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Retail in the era of Omni channel marketing


  • PURCAREA, Theodor


There is no doubt that today’s Omni shoppers looking for richer experiences have great expectations from retailers, which must be ready to take their shopper marketing to the next level, creating insight matched with relevant market intelligence. On the Romanian retail market there is a considerable increase in the number of stores at the level of international retail chains. That is why a look at the recent developments on U.S. or European Union retail markets within the context of marketing changed by the rise of social media (and not only), considering, among others, the top retail trends, how consumers want to receive brand communications from retailers, how brands can enable a seamless customer experience and so on, give us another perspective of the retail marketing environment and of the challenges ahead.

Suggested Citation

  • PURCAREA, Theodor, 2016. "Retail in the era of Omni channel marketing," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(4), pages 24-30, December.
  • Handle: RePEc:rdc:journl:v:7:y:2016:i:4:p:24-30

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    Omni channel marketing; Omni channel retailing; Retail challenges;
    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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