International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A REVIEW PAPER ON OMNICHANNEL RETAILING, ITS SCOPE AND CHALLENGES IN INDIA

    3 Author(s):  MS. ISHIKA MANJIMA ,MS. MANSI SINGH,DR. SOUGATA BANERJEE

Vol -  14, Issue- 2 ,         Page(s) : 108 - 119  (2023 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

In recent past there have been an exponential growth of e-commerce, which has led to the growth of omnichannel retailing. An omnichannel approach includes various retail channels which are integrated and the customers can shift from one channel to another channel without any friction. The omnichannel businesses maintains a system of synchronized touchpoints to provide utmost customer satisfaction.

Jocevski, M., Arvidsson, N., Miragli, G., Ghezzi, A., & Mangiaracina, R. (2019). Transitions towards omni-channel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management, 47(2), 78-93.
Ailawadi, K. L., & Farris , P. W. (2017, March). Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions. Journal of Retailing, 93(1), 120-135.
Banerjee, M. (2019). Development of Omnichannel in India: Retail Landscape, Drivers and Challenges. In Exploring Omnichannel Retailing (pp. 115-137).

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