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nr 43/2 2016
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WSZECHKANAŁOWA STRATEGIA MARKETINGOWA – OMNICHANNEL


(Omnichannel marketing strateg)
DOI: 10.18276/sip.2016.43/2-14
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ISSN:2450-7733
eISSN:2300-4096
Authors: Alicja Krzepicka
Wojskowa Akademia Techniczna

Jolanta Tarapata
Wojskowa Akademia Techniczna
Keywords: sales strategy omnichannel consumer communication channels
Issue / book publication date:2016
Page range:10 (147-156)
OAI-PMH:Metadata
Klasyfikacja JEL: M31
CC BY-SA Open Access CEEOL
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Abstract

In the world, where the online penetrates the offline in almost all life situations, omnichannel becomes an approach of building an organization’s sales success. Following a customer or even exceeding their ideas of comfortable shopping is an approach of building an omnichannel sales strategy. A complex use of all communication channels with a customer is becoming as crucial as a polished offer. Their integration creates a coherent brand image which works for trust and provides a customer with a stimulus for a purchase. It is important that an opinion which a customer encounters be simultaneously the one deciding about a purchase. The aim of the article is to present the core of the omnichannel strategy and the possibility of its use as a comprehensive channel of communication with customers. In the article, the author made a review of the literature.

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