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Sustainability, fashion, and technology
Published in Claudia E. Henninger, Kirsi Niinimäki, Marta Blazquez, Celina Jones, Sustainable Fashion Management, 2023
Claudia E. Henninger, Kirsi Niinimäki, Marta Blazquez, Celina Jones
The concept of omnichannel focuses on the interplay of channels and brands and includes, but is not limited to retail channels such as mobile, social media, and any other touchpoints between the consumer and the brand (Alexander and Blazquez Cano, 2020). Thus, in the current retail scenario it is difficult to differentiate the role played by individual channels. Consumers consider their own shopping journey as a unique experience, and they interact with the brand more than with individual channels. They perceive the brand in a holistic manner that is the sum of technology, interaction, design of space, and multisensory experience in a physical place (Alexander and Blazquez Cano, 2019). As a consequence, they do not consider channels in isolation. This being said, this chapter will focus on the current role played by technology in physical retailing while considering the physical store as part of a wider and more connected experience (Blazquez, 2014).
Afterword: Beyond Management
Published in Tracy Bridgeford, Teaching Content Management in Technical and Professional Communication, 2020
The concept of omnichannel delivery has emerged in the past couple of years to help organizations think through how to orchestrate seamless content experiences. Whereas multichannel is focused on the processes and technologies for delivering content across an array of channels and devices, omnichannel is focused on coordinating activities across departmental silos to achieve a consistent message to users wherever they interact with an organization (OmnichannelX, 2018). It is concerned with addressing the very problem that Saunders articulates.
Glossary
Published in Stuart M. Rosenberg, The Digitalization of the 21st Century Supply Chain, 2020
It is a cross-channel content strategy that organizations use to improve their user experience and drive better relationships with their audience across points of contact. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate. Omnichannel implies integration and orchestration of channels such that the experience of engaging across all the channels someone chooses to use is as, or even more, efficient or pleasant than using single channels in isolation.
Omnichannel consignment supply chain cooperation: a comparative analysis of game-theoretical models
Published in International Journal of Management Science and Engineering Management, 2021
Zhisong Chen, Shong-Iee Ivan Su
Owing to the dual advantages of the online information acquisition and offline product experiencing, an omnichannel mode could bring online customers to brick-and-mortar stores and vice versa, which provides a better shopping experience for customers and more business opportunities for the e-/m-commerce platforms or brick-and-mortar stores. Hence, these e-/m-commerce platforms or brick-and-mortar stores are trying to transform their monotony channel mode to omnichannel mode. For example, Amazon has operated 512 physical stores, designed around customers – what they are buying and what they are loving, and used customer ratings, reviews, and sales data from the hundreds of millions of products online to curate its stores with features like ‘Most-Wished-For’ and ‘Frequently Bought Together’ (Serrano, 2019).
Use of neurometrics to choose optimal advertisement method for omnichannel business
Published in Enterprise Information Systems, 2020
Jaiteg Singh, Gaurav Goyal, Rupali Gill
The Internet has dramatically affected contemporary retail and marketing practices across the globe. Omnichannel, being an emerging trend in retail and marketing, aims to synchronize procedures and technologies across supply and sales channels. Omnichannel practices were earlier considered disruptive by most of the business intermediates, yet it has been explored and adopted by reputed contemporary brands like Walmart, Starbucks, Schuh, and Clinique. Omnichannel business strategies are considered to be an extension of multichannel sales approach, used to augment the customer’s shopping experience through a wide variety of digital channels like mobile and desktop applications, websites, virtual reality and email (Marsden 2010; Christensen and Raynor 2003). The primary challenge for practicing omnichannel marketing lies with the choice of channels to be added to existing marketing channels (Deleersnyder et al. 2002). The integration of mobile and online channels in association with social networking has resulted in optimized retail practices (Leeflang et al. 2014). The touch and feel options, which were earlier offered by brick and mortar retail stores for customer gratification, has now been replaced by online virtual platforms (Brynjolfsson, Hu, and Rahman 2013).
A brave new world for retail logistics and SCM in the 2020s and beyond
Published in International Journal of Logistics Research and Applications, 2021
David B. Grant, Ruth Banomyong, Brian J. Gibson
The term omnichannel means that a consumer’s entire online shopping experience, i.e. both buying and receiving their goods, is seamlessly and consistently integrated across all channels of interaction, including in-store, digital media including computers, mobiles and tablets, social media, catalogues and call centres (Fernie and Grant 2019). Retailers will have to select the optimum distribution channel to succeed with online fulfilment, whether it is by consumers ordering in-store and the retailer delivering to home or consumers ordering online and the retailer or third-party logistics (3PL) service provider fulfilling from any store or online fulfilment centre location (Gibson, Ishfaq, and Davis-Sramek 2020).