Abstract

An omni-channel strategy can be defined as the ability of companies to effectively design and manage the multiple touchpoints it has with its customers, consumers, and business partners. These touchpoints include the use of new media, such as social media platforms (e.g., Facebook, Twitter, Pinterest), mobile technologies (e.g., smartphones, Foursquare), and search solutions (e.g., search engine optimization, Yelp review sites), in addition to traditional channels such as physical retail and traditional marketing (e.g., print media). To date, there has been limited omni- channel research, and most of it has focused on large retail organizations. This is occurring despite the growing use of new media by small companies. Therefore, the focus of this research is to understand how small and medium-sized companies are effectively integrating multiple customer touchpoints, including the strategies and tactics used to integrate the various technology channels.

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