Теоретико-приложни аспекти на омниканалната търговия на дребно
THEORETICAL AND PRACTICAL ASPECTS OF OMNICHANNEL RETAILING

Summary/Abstract: This article focuses on the essence of omnichannel retailing. Theauthor explains the benefits of omnichannel retailing from the viewpoint of theconsumers and from the viewpoint of the retailers. The claim is supported that theintegration of „brick and mortar” and digital channels to reach end customers as aretail development strategy favors maintaining stable competitive positions on themarket and putting new competitive advantages.

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