<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to identify processes and phenomena occurring in an omnichannel environment in the past years (2020–2022) and their evaluation based on the literature. We used the literature review method, focusing mainly on two professional journals: <italic>Total Retail and Multichannel Merchant.</italic> Based on the literature studies, we can say that in the analysed period, the major issues discussed were the extension of customer experience and personalisation of contact, development of offered ways of delivery (including the curbside delivery or ‘dock and load’) and payment methods (including m-payments), the need for more frequent actualisation of POS solutions, changes in the way in which stock and supplier relations are managed, implementation of new technologies (such as headless e-commerce and Progressive Web Application [PWA]), development of contact-less shopping and further development of sustainable commerce.</p>
</abstract>

Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to identify processes and phenomena occurring in an omnichannel environment in the past years (2020–2022) and their evaluation based on the literature. We used the literature review method, focusing mainly on two professional journals: Total Retail and Multichannel Merchant. Based on the literature studies, we can say that in the analysed period, the major issues discussed were the extension of customer experience and personalisation of contact, development of offered ways of delivery (including the curbside delivery or ‘dock and load’) and payment methods (including m-payments), the need for more frequent actualisation of POS solutions, changes in the way in which stock and supplier relations are managed, implementation of new technologies (such as headless e-commerce and Progressive Web Application [PWA]), development of contact-less shopping and further development of sustainable commerce.

Omnichannel environment — phenomena, processes and the directions of change

Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Omnichannel environment \u2014 phenomena, processes and the directions of change"}

Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to...

Omnichannel environment — phenomena, processes and the directions of change

Published Online: Feb 15, 2023

Page range: 17 - 42

DOI: https://doi.org/10.2478/minib-2022-0019

Keywords
customer behaviour, omnichannel, new marketing trends, COVID-19

© 2022 Gregor Bogdan et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Omnichannel environment — phenomena, processes and the directions of change

Published Online: Feb 15, 2023

Page range: 17 - 42

DOI: https://doi.org/10.2478/minib-2022-0019

Keywordscustomer behaviour, omnichannel, new marketing trends, COVID-19

© 2022 Gregor Bogdan et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
customer behaviour, omnichannel, new marketing trends, COVID-19