WSZECHKANAŁOWA STRATEGIA MARKETINGOWA – OMNICHANNEL
OMNICHANNEL MARKETING STRATEGY

Summary/Abstract: In the world, where the online penetrates the offline in almost all life situations, omnichannel becomes an approach of building an organization’s sales success. Following a customer or even exceeding their ideas of comfortable shopping is an approach of building an omnichannel sales strategy. A complex use of all communication channels with a customer is becoming as crucial as a polished offer. Their integration creates a coherent brand image which works for trust and provides a customer with a stimulus for a purchase. It is important that an opinion which a customer encounters be simultaneously the one deciding about a purchase. The aim of the article is to present the core of the omnichannel strategy and the possibility of its use as a comprehensive channel of communication with customers. In the article, the author made a review of the literature.

• Details
• Contents