Implementation of omnichannel marketing: practical experience

The article discusses the practical application of multi-channel marketing by various market representatives. The increasing role of the omnichannel approach is noted in terms of improving the efficiency of working with consumers, forming the integration of marketing channels, implementing loyalty programs, and improving the company's performance indicators as a whole. The data presented in the article on the omnichannel rating of the Data Insight agency and the AWG integrator emphasize the relevance of omnichannel practice and demonstrate the importance of developing technological potential. The paper provides criteria for evaluating the omnichannel of the company, including the functionality of online channels, the information representation of goods in various marketing channels, the stability of the site, the order path, delivery methods and other indicators.