Środowisko omnikanałowe - zjawiska, procesy, kierunki zmian

• Autorzy: Gregor Bogdan , Beata Gotwald

Warianty tytułu

Omnichannel Environment - Phenomena, Processes and the Directions of Change

• Języki publikacji: EN

Abstrakty

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. (original abstract)

Omnikanał jako koncepcja został wprowadzony do praktyki biznesowej w konsekwencji postępującej integracji działań multikanałowych. Celem artykułu była identyfikacja procesów i zjawisk zachodzących w środowisku omnikanałowym w ostatnich latach (2020-2022) oraz ich ocena w oparciu o literaturę przedmiotu. Zastosowano metodę przeglądu literatury, koncentrując się głównie na tekstach opublikowanych na łamach czasopism biznesowych: Total Retail oraz Multichannel Merchant. Na podstawie przeprowadzonych studiów literaturowych można stwierdzić, iż w analizowanym okresie koncentrowano się głównie na: rozbudowie doświadczeń klienta i personalizacji kontaktu, rozszerzeniu proponowanych sposobów dostawy (w tym dostaw na chodnik czy "dock and load") i metod płatności (w tym m-payment), konieczności częstszej aktualizacji rozwiązań POS; zmianach w sposobie zarządzania magazynem i relacjami z dostawcami, wdrażaniu nowych rozwiązań technicznych (w tym headless e-commerce i PWA), rozwoju zakupów bezkontaktowych czy dalszym wzroście znaczenia handlu zrównoważonego. (abstrakt oryginalny)

Słowa kluczowe

EN

Consumer behaviour; Omnichannel strategy; Consumer trends; COVID-19

PL

Zachowania konsumenta; Strategia wszechkanałowa; Trendy konsumenckie; COVID-19

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2022
• Numer: nr 4 (46)
• Strony: 17--42

Twórcy

autor

Gregor Bogdan

• Uniwersytet Łódzki

autor

Beata Gotwald

• Uniwersytet Łódzki

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Identyfikatory

DOI

10.2478/minib-2022-0019