The Omni-channel Concept: a Case Study about the Union of Sales Channels in Portugal

Content Provider	Scilit
Author	Abreu, M. J. Miranda, D.
Copyright Year	2018
Description	Journal: Iop Conference Series: Materials Science and Engineering This article contributes to a better understanding of the omni-channel concept in fashion retail, more specifically, in the Portuguese footwear segment and understand if the current challenge of brands is based on the union of all sales channels in order to gain, to locate and to provide a perfect experience to their customers, having regard to the online world and the offline world. The methodology employed was the case study of two Portuguese footwear brands. The collection of data was obtained through two distinct and complementary tools: the semi-structured interview and indirect observation of how brands are moving in their sales channels. The data collected have concluded that there is a big discrepancy between the integration of brands' sales channels, one brand implements more strategies that aims to unify the channels compared to the other.
Related Links	http://iopscience.iop.org/article/10.1088/1757-899X/459/1/012088/pdf
ISSN	17578981
e-ISSN	1757899X
DOI	10.1088/1757-899x/459/1/012088
Journal	Iop Conference Series: Materials Science and Engineering
Issue Number	1
Volume Number	459
Language	English
Publisher	IOP Publishing
Publisher Date	2018-12-07
Access Restriction	Open
Subject Keyword	Journal: Iop Conference Series: Materials Science and Engineering Cultural Studies Sales Channels Offline World Omni Channel
Content Type	Text
Resource Type	Article