Omnichannel: an Overview of Multiple Channel Research and Trends for the Future

Informações

Código: EMA122
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 08 - Gestão do Varejo e de Canais de Marketing

Autores

Isadora Gasparin (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) isa.gasparin@gmail.com
Juliana Birkan Azevedo (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul e Curso de Administração/UPF - Universidade de Passo Fundo) jbirkanazevedo@gmail.com
Luiz Antonio Slongo (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) laslongo@ea.ufrgs.br

Resumo

Considered as the evolution of multichannel, the omnichannel strategy presupposes the simultaneous management of marketing channels and integrated contact points between clients and companies. Studies on the subject are recent, but they attract more and more academics and retail professionals. Aiming to present the state of the research in omnichannel, we first identify conceptual differences between multi, cross and omnichannel. Next, we highlight the research contributions made so far on four broad topics: channel integration, physical store role, supply chain management, and consumer behavior. Finally, we point out subjects to be deepened in future studies.

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