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Asian Journal of Research in Marketing
Year : 2014, Volume : 3, Issue : 6
First page : ( 214) Last page : ( 222)
Online ISSN : 2277-6621.

Omni-Channel Retailing: Enriching Buyers‘ Experience

Dr. Sengupta Mousumi, Dr. Sengupta Nilanjan

Professor, SDM Institute for Management & Development, Mysore, Karnataka, India

Online published on 16 December, 2014.

Abstract

Today‘s customers expect a convenient shopping experience, with flexibility and freedom to research about a product, trying out the same at the convenient home environment and easy way to free return or exchange, in case, the product turns out to be unsatisfactory. To address this issue, the concept of Omni-Channel Retailing (OCR) has been evolved. OCR is the multi-channel retailing concept, with a considerably unified approach to the consumer experience through various shopping channels, such as, mobile internet devices, computers, brick-and-mortar, television, radio, catalogue and so on. To effectively use various channels simultaneously, retailers use an omni-channel approach which tracks customers across all channels. In recent time, this concept has started gaining popularity, especially with the increasing customer demand to communicate with a retailer through various channels, for the various purposes, such as, real time inventory visibility, where one channel might be used to initiate a sale, another one to complete it, and yet another to ‘return-to-stock’. In the present paper, an effort has been made to discuss about the various issues related to this field.

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Keywords

Retailing, OCR, multi-channel, customer retention.

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