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Registration Number

0224U032061, 0124U003003 , R & D reports

Title

A Methodical Approach to Evaluating the Effectiveness of Organizational Support for Omnichannel Marketing in Retail Trade Enterprises

Head

Havrylchenko Olena V., Доктор економічних наук

Registration Date

19-07-2024

Organization

Simon Kuznets Kharkiv National University of Economics

Description

 The relevance of the omnichannel approach in marketing is growing every year due to the changing needs and expectations of consumers, as well as the development of technology. Today's consumers use multiple channels to make purchases and interact with brands. They can start searching for a product on a smartphone, continue on a computer and complete the purchase in a physical store. An omnichannel approach ensures a seamless and consistent experience across all touchpoints. Companies that successfully implement omnichannel strategies can achieve a significant competitive advantage. They better satisfy the needs of customers, increase their loyalty and, as a result, increase their revenues. Omnichannel marketing allows you to provide customers with more opportunities to interact with the brand, which increases their satisfaction. Customers appreciate the possibility of choosing a channel convenient for them and the continuity of interaction. Thanks to the integration of data from different channels, companies can better understand the behavior of their customers and more effectively adjust marketing campaigns. This allows you to optimize marketing costs and increase its effectiveness. Advances in digital technologies, such as big data analytics, artificial intelligence, and machine learning, are making it much easier to implement omnichannel strategies. Modern tools allow you to integrate different channels, track customer interactions and provide a personalized experience. The COVID-19 pandemic has highlighted the importance of an omnichannel approach, with many companies forced to adapt to the new environment and ensure seamless interactions across online and offline channels. Omnichannel allows companies to respond more quickly to changes in market conditions and consumer behavior. With the development of the Internet and the globalization of the market, customers can interact with brands from anywhere in the world.

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Andriyenko Anna D.
Havrylchenko Olena V.
Kuzenko Tetiana B.
PROKOPENKO Serhii O.
SMOTROVA Daria H.