Estudio de la omnicanalidad en el comercio minorista colombiano en el marco del comercio electrónico

Abstract

In most Colombian businesses, the administration of sales channels is presented in various ways, from the organizational structure to the management of indicators that can ever face one channel to another. In this study, the omnichannel in the Colombian retail of electronic commerce will be analyzed so that it is possible to identify companies in Colombia applying the concept and strategies around it. Bearing in mind the following: retail in general have different ways of interacting with users, clients and consumers; as well as identification from e-commerce will provide a digital approach integrated customer management and tracking of 5 tenets of omnichannel approach. Later, several authors are studied, who dividing the point of view between service and business, as they affect all aspects of an organization. After the appears of the effect of the use of one or several sales channels simultaneously or even better in a channel without borders where users or clients go from call center to physical point of sale to the internet, etc. Within the same purchasing process, for a synergy between channels, which allows companies to propose an optimal supply strategy. A responding how will this transition and that role will digital transformation the question of the future of trade will be resolved.