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Omni-Channel Retailing: The Risks, Challenges, and Opportunities
Abstract
Technological developments, changes in consumer behavior and intense competition are the most important threats of today, affecting many sectors as well as the retail industry. Innovative retailers, in the face of with these threats, have embraced and implemented the omni-channel retailing approach, which is the next step in multi-channel. However, other players in the retail industry lag behind this change. The aim of this chapter is to establish the experiences of innovative retailers that have adopted omni-channel retailing in the context of risks, challenges and opportunities. The research data were obtained using questionnaire method from the retailers in Turkey, one of the developing countries. As a result of the study, it was found that retailers who would adopt the omni-channel retailing would have the opportunities to be able to dominate all channels, provide better services to the customers, increase customer satisfaction and loyalty, keep in constant contact with the customers, get better customer recognition and increase sales volume.
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