Omnichannel and Experience Approach as a Post-COVID-19 Economic Reactivation Mechanism

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Author(s): Danny Christian Barbery-Montoya (Universidad Espíritu Santo, Ecuador), Dennisse A. Coronel-Arellano (Universitat de València, Spain)and Ariana Soria-Loor (Universidad Santa María, Ecuador)
Copyright: 2022
Pages: 14
Source title: Handbook of Research on Emerging Business Models and the New World Economic Order
Source Author(s)/Editor(s): Jose Manuel Saiz-Alvarez (Catholic University of Avila, Spain, & Catholic University of Santiago de Guayaquil, Ecuador)
DOI: 10.4018/978-1-7998-7689-2.ch009

Keywords: Business and Organizational Research / Business Science Reference / Knowledge Management and Library Science / Organizational Development

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Abstract

The aim of this chapter is to show how omnichannel tools must be applied through the process of creating experiences for the consumers. During the literature review, some authors make approaches to the key concepts connecting omnichannels and consumer experiences; therefore, they explain through the analysis of data the reality of the Ecuadorian environment and global trends. With this context, this chapter will present how, by using macro environment and accessibility, a unique experience may be created in the customer journey in omnichannel.

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Omnichannel and Experience Approach as a Post-COVID-19 Economic Reactivation Mechanism

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