Омниканална стратегия за електронна търговия с бързооборотни потребителски стоки (БОПС)
Omni-Channel E-commerce Strategy for Fast Moving Consumer Goods (FMCG)

Author(s): Irina Yovcheva
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: omni-channel strategy; e-commerce; fast moving consumer goods
Summary/Abstract: E-commerce is constantly rising worldwide. According to the National Statistics in Bulgaria over the past 6 years, the percentage of enterprises received online orders and those who have purchased goods and services online has increased. The increase is a result from the benefits both for the seller and the buyer. Companies use different strategies to attract customers and create brand loyalty, one of them is omni-cannel. The implementation of this strategy to the FMCG market is evidence of building customer confidence as part of the relationship marketing strategy and tools.

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