Omnichannel approach as a way to increase the level of competitiveness of a modern trading enterprise

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The presented article discusses the omnichannel concept within the framework of the marketing strategy, which allows to increase the level of competitiveness of a modern trade organization. The article presents research data illustrating the omnichannel level of the largest Russian retailers, analyzes data on the number of completed online orders in the context of e-commerce, provides the main tools of the omnichannel strategy, and provides recommendations for the implementation of the omnichannel approach in the activities of a trade organization.

E-commerce, e-grocery

Короткий адрес: https://sciup.org/170188294

IDR: 170188294   |   DOI: 10.24412/2500-1000-2021-10-1-185-189

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