In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations ...

Omnichannel as a strategy has long been associated with retailing, but service-based organizations have been increasingly embracing it with the help of digital technologies. Moving from a multichannel to an omnichannel ...

The omnichannel strategy has been characterized as the most recent evolutionary stage of the study of distribution channels. Nevertheless, companies lack knowledge on the topic of omnichannel management and its practices ...

O varejo caminha para uma transformação Omnichannel com o objetivo de oferecer uma experiência superior (seamless) através de uma integração completa de canais. Porém, esse não é um caminho fácil. Os consumidores interagem ...

Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the ...

The goal of this study is to investigate the possibility of using omnichannel in small and medium-sized retail companies, as well the benefits and challenges involved in the application. For that, a survey with semi-structured ...

This work focuses on the implementation of omnichannel in customer relationship processes at Magazine Luiza S.A, in order to know the positive effects in relation to satisfaction and possible promoters of customer loyalty. ...

Este artigo apresenta uma revisão sistemática da literatura referente ao conceito de Omnichannel e o enfoque brasileiro apresentado nestas pesquisas. O Omnichannel se fundamenta na convergência dos diversos canais ...