Mobile Technology Contributing to Omni-Channel Retail

Technological integration and convergence enables customers to experience conventional, online and mobile shopping. Companies tailor multiple retail channels in respond to their customers' needs. The so-called omni-channel retail strategy suggests an integrated shopping approach, combining the convenience of various digital channels with the customers' personal experience, typical for brick and mortar settings. Due to the co-existence of multiple sales channels complementing each other, retail companies may better engage with their customers. Moreover, the easy and seamless switching between various retail channels allows customers to experience the brand holistically, and thus be more satisfied with the shopping experience and the product per se, and be more brandloyal. This paper aims to investigate and analyse -- based on recent literature -- the advantages and challenges of omni-channel retailing on a broad, systematic basis from a business perspective. As a result, we identify those aspects of omni-channel retailing, where mobile technologies may contribute either to further improvements or to eliminate drawbacks.

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