Abstract:
In this era, a concept change can be seen in the omnichannel approach. In the Brick & Motors approach, customers are required to visit the retail shop to purchase products and services, while the multi-channel approach uses multiple channels but one for order-to-delivery. In the cross-channel, customers can use two or three channels simultaneously to receive a product or service. However, omnichannel represents the integration of all accessible channels (i.e., in-store, mobile, and online) and client touchpoints to provide a seamless shopping experience. Thus, the coherence of the customer journey across several touchpoints is given priority in the omnichannel strategy, as opposed to the conventional emphasis on branding across diverse digital platforms. The ease with which customers may place orders through one channel, handle payments and pickups through another channel, and receive or return goods through a third channel is made possible by this integration (ex: Amazon, Nike, Walgreens, IKEA, and ZARA). As the omnichannel strategy continues to gain traction, effective inventory management, and simplified distribution procedures are now essential components in effectively meeting consumer needs.
