Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/310155 
Authors: 
Year of Publication: 
2021
Citation: 
[Journal:] Logistics [ISSN:] 2305-6290 [Volume:] 5 [Issue:] 2 [Article No.:] 31 [Year:] 2021 [Pages:] 1-10
Publisher: 
MDPI, Basel
Abstract: 
In this volatile post-COVID environment where customers look for ways to order products online using personal computers and mobile devices, a traditional sale/delivery of products via single distribution channel needs to be reassessed. As a revolutionary alternative to a conventional distribution channel, this paper proposes an omni-channel strategy. The omni-channel aims to maximize the customer shopping experience by diversifying and integrating the product purchase and delivery media through customer engagement. The omni-channel also facilitates the sales of products by allowing customers to seamlessly interact with retailers across the multiple channels such as websites, social media, brick-and-mortar stores, kiosks, call centers, and the like. Since the transformation of product sale, purchase, and delivery processes requires a new business mindset and innovative strategic initiatives, this paper sheds light on potential challenges and opportunities of implementing the omni-channel strategy, while identifying key success factors for the application of the omni-channel concept to e-tailing.
Subjects: 
content analysis
e-tailing
expository study
logistics
omni-channel
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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