Омниканалната интеграция и асортиментното предлагане
Omnichannel Integration and Assortment Supply

Author(s): Simeonka Petrova
Subject(s): Economy, Transport / Logistics
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: retailers; omnichannel integration; assortment supply
Summary/Abstract: Modern omnichannel retailers integrate a wide assortment of consumer access channels. Consumer perceptions and expectations determine the variety of levels of channel integration. The main purpose of this report is to interpret the relativity „level of omnichannel integration – assortment supply“ and on this basis to derive appropriate summaries, giving theoretical and empirical statements from the study area. The summary of the most significant findings of the study presupposes to determine how the integration of channels affects the behavior of end users. In this context, regardless of the channel through which consumers will make a purchase, assortment supply must provide the desired satisfaction.

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