Omnichannel environment – phenomena, processes and the directions of change

• Authors: Bogdan Gregor , Beata Gotwald

Abstracts

EN

Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to identify processes and phenomena occurring in an omnichannel environment in the past years (2020–2022) and their evaluation based on the literature. We used the literature review method, focusing mainly on two professional journals: Total Retail and Multichannel Merchant. Based on the literature studies, we can say that in the analysed period, the major issues discussed were the extension of customer experience and personalisation of contact, development of offered ways of delivery (including the curbside delivery or 'dock and load') and payment methods (including m-payments), the need for more frequent actualisation of POS solutions, changes in the way in which stock and supplier relations are managed, implementation of new technologies (such as headless e-commerce and Progressive Web Application [PWA]), development of contact-less shopping and further development of sustainable commerce.

Keywords

EN

customer behaviour; omnichannel; new marketing trends; COVID-19

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2022
• Volume: 46
• Issue: 4
• Pages: 17-42

Dates

published

2022

Contributors

author

Bogdan Gregor

• Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu

• https://orcid.org/0000000316812073

author

Beata Gotwald

• Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu

• https://orcid.org/0000000275528892

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Identifiers

DOI

10.2478/minib-2022-0019

Biblioteka Nauki

11364557