The Omnichannel strategy: a new way to compete in digital market

Abstract

Omnichannel refers to the synergetic management of the available channel and customer touchpoints to enhance the customer experience and improve the performances. This new way to do marketing involves all level of the firms. They should reorganize all their business strategy to implement this new approach and to be competitive in the markets. This is because, in the latest years, the market and the consumers changed their behaviour, due to the new technology and available innovation. The digital transformation become the main driver of all aspect of daily life. In the first part of my work I explain the main characteristics of the actual environment: how the habits of people and company have changed with the market and the new approach. My analysis takes the clothing and fashion industries as object and explains how the relationships with consumers are changing over time due to the new way to do business. In the second part I analyse some specific relevant cases history of brand that have adopted the Omnichannel strategy, highlighting both the main results and advantages, but also the difficulty. Finally, I question if this new business strategy might be suitable and the best solution of all kind of firms and I make a prevision for the future trends.