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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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17 Understanding Omnichannel Retailing in the Digitalization Era

Extract

Mehmet Said Köse and Halil Karlı

17   Understanding Omnichannel Retailing in the Digitalization Era

Introduction

Technological advancements have enabled retailers to increase the number of possible interaction, sales and touch points with consumers. The most significant impact of transformation was on sales channels, business models, consumer behaviors and demands (Zhang et al., 2018: 182). As consumer behavior changes, the effects of traditional retailing and online retailing decrease. This trend force retailers to adopt strategies to comply with changing consumer demands (Briel, 2018: 217). The consumer demands to use more than one channel at the beginning. However, retailers should take another step to fully meet consumer needs by providing simultaneous channel usage and seamless channel change (Accenture, 2015: 3–4).

One strategy that excels in meeting these main drivers of transformation is the omnichannel strategy. It stands as the ideal strategy for retailing today with its relevance with the latest developments and changing behaviors of consumers (Mirsch, Lehrer, & Jung, 2016: 1). Although the omnichannel term is one of the favorite subjects of recent years, the complexity of meaning is experienced due to the use of multiple and cross channels in different meanings. In the multichannel, the channels operate separately, while in the cross channel there is limited integration between channels. Integration is where omnichannel is separated from the other two. The channels work together and fully integrated and give consumers the opportunity to make simultaneous use of multiple channels in a...

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