Специфика на омниканалната търговия на луксозни стоки
The specificity of the omnichannel lixury retail

Author(s): Nadezhda Dimova
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: luxury goods; luxury brand; consumer behavior; omnichannel retail; specifics
Summary/Abstract: Digitization poses a number of challenges for traders. They change their trading strategies and tactics to attract more and more loyal customers. The struggle is really fierce, so simultaneous online and offline selling is just a normal evolutionary step that will inevitably change both the companies and the way of doing business, as well as the consumer behavior itself. On the other hand, luxury goods require the application of specific behavior to both companies and consumers, sometimes even the complexity of omnichannel retail.

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