Omni-Channel Challenges and Opportunities for Profitable Customer Relationship

With the market increasingly competitive, the search for new sources of revenue becomes increasingly challenging, especially when promoting new products, services, and providing experiences that are perceived as having high value. As the integration between online and physical channels becomes necessary, an approach that is continuously evolving, called omnichannel retail, emerges. The strategies that configure the omnichannel imply a great challenge for companies. It consists of providing different alternatives to consumers so that all points of contact are integrated and, at the same time, make sense for both companies and consumers. This contribution portrays this complex and holistic way in which the fashion industry continually reinvents itself, given the perception of consumers. Meeting this challenge by unifying the operations of physical and virtual stores, omnichannel strategy aims to add more value to the experience of consumers and, at the same time, establish a competitive edge in the market.