Abstract:
This thesis is aimed at thoroughly describing the omnichannel phenomenon in order to understand the variables that determine its attractiveness for companies.
The rise of the internet, which changed consumer behaviour and enhanced their awareness, led companies to develop integrated platforms in order to foresee or at least promptly respond to changes in consumer trends. Despite studies show that the implementation of omnichannel strategies produces positive ROI, companies need to deeply understand and carefully adapt channel integration activities to their organisational structure and competitive environment.
