Theoretical and Practical Aspects of Omnichannel Retailing

Authors

Keywords
omnichannel retailing, retail, retailer, consumer, expansion, development strategy, channels

Summary
This article focuses on the essence of omnichannel retailing. The author explains the benefits of omnichannel retailing from the viewpoint of the consumers and from the viewpoint of the retailers. The claim is supported that the integration of „brick and mortar” and digital channels to reach end customers as a retail development strategy favors maintaining stable competitive positions on the market and putting new competitive advantages.

JEL: L810
Pages: 14
DOI: 

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