The Basics Of Omni Channel - 1288 Words

Part II. The basics of Omni channel approach What is Omni-channel retailing? Dealing with wide range of channels through which business can interact with customer retailers have applied many concepts to achieve success and profitability. They optimized operations for each channel, which allowed to gain certain advantage in short-term. However, having independently managed channels within scope of operations of one organisation has proven to be rather ineffective approach – nowadays channels are not strictly separate routes of customer communication, but can cross and merge along the customer journey. This is why retailers don’t have other choice as to move to omni-channel concept, which â€Å"is about 1:1 experiences across the gamete of devices that consumers use† (Newman, 2014). LCP consulting indicates, that omni-channel retailing aims to deliver a seamless brand experience for the consumer through all available shopping channels, whether on mobile internet devices, computers, in-store, on television, via catalogues, which is then fulfilled through a fully integrated fulfilment and returns operation. â€Å"This is not just about the sales front end, it’s about transforming the whole business† (LCP Consulting, 2015). Concentrating on single channel or separating channels is not enough both for customer satisfaction as well as for business profitability. That is why traditional retailers are investigating possibilities of setting up an online store and why e-tailers recognize theShow MoreRelatedMarketing And Supply Chain Operations1191 Words   |  5 Pagesgoing to stores because of their limited awareness of nearby stores or the risk of the required items not being available. (Google, 2014) Those figures prove the importance of providing the necessary information to consumers through all available channels. Modern consumers are looking for personalized recommendations and generally are becoming more demanding. They also want more control over the delivery. Consequently, marketing and supply chain operations need to focus on more customer specificRead MoreTheories of Motivation Concepts Table1503 Words   |  6 Pagesdocument will focus primarily on the achievement motivation theory established by Harackiewicz, Barron, Carter, Lehto, Elliot in 1997 and how it can and cannot be used effectively within workplace situations. To begin, Elliot defines motivation as a basic innate drive for success. This drive encompasses the individuals desires, or ambitions for success (Rabideau, 2005). Achievement motivation therefore, is based primarily on reaching ones stated aspirations, which in turn motivates the individualsRead MoreWhat is Motivation?2072 Words   |  8 Pageson the achievement motivation theory established by Harackiewicz, Barron, Carter, Lehto, Elliot in 1997 and how it can and cannot be used effectively within workplace situations. Motivation Achievement To begin, Elliot defines motivation as a basic innate drive for success. This drive encompasses the individuals desires, or ambitions for success (Rabideau, 2005). Achievement motivation therefore, is based primarily on reaching ones stated aspirations, which in turn motivates the individualsRead MoreTesco s E Business Model1707 Words   |  7 Pagesproblematic issues associated with online or e-retailing is managing omni-channel experience (a retail type integrating various shopping methods available to consumers, such as online, physical store, or by phone) (Fulgoni, 2014). 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