Kształtowanie relacji z klientami w handlu zintegrowanym wielokanałowo
Relationships formation with consumers in omnichannel strategy

Summary/Abstract: Relationships between enterprises and consumers have been changed and are still being changed by the Internet. In particular, it can be seen in commerce in which more and more consumers are actively involved in value creation. Emphasis is increasingly put on the customer's choice in terms of obtaining information about products, the possibility to test and purchase them (e.g. at a store, at home) as well as the way of collecting and returning them (e.g. via courier, parcel lockers). The consumer wants to decide how the value chain will proceed in the whole purchase process. To provide the desired retail experience, companies apply the omnichannel strategy more and more frequently. It consists in integrating multiple sales and distribution channels. The result is a unified system of values which enables to strengthen the relationships with consumers. The aim of the article is to present business relationships with consumers in the context of the developing e-commerce, particularly in the integrated multi-channel commerce. Literature studies have been used.

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