Consumer perspective of omnichannel commerce
The evolution of hypermedia space and growing saturation of the market with mobile devices, an increasing role of Big Data, which allow for multidimensional analysis of data from offline and online markets, growing popularization of solutions of Market Intelligence supported by Cloud Computing techn...
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| Format: | Article |
| Language: | English |
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Faculty of Law and Economic Sciences University of Zielona Góra
2017-12-01
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| Series: | Management |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/manment.2017.21.issue-2/manment-2017-0007/manment-2017-0007.xml?format=INT |
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| _version_ | 1849697533482237952 |
|---|---|
| author | Kaczorowska-Spychalska Dominika |
| author_facet | Kaczorowska-Spychalska Dominika |
| author_sort | Kaczorowska-Spychalska Dominika |
| collection | DOAJ |
| description | The evolution of hypermedia space and growing saturation of the market with mobile devices, an increasing role of Big Data, which allow for multidimensional analysis of data from offline and online markets, growing popularization of solutions of Market Intelligence supported by Cloud Computing technology as well as development of potential and opportunities of adapting the Artificial Intelligence (AI) and Internet of Things (IoT) in commerce cause that customers and their experience become a major point of activity of companies/brands. Shopping experience of a buyer is an effect of multiple and multidimensional contacts, often conducted simultaneously in many channels and in the real time. It forces an increasingly growing number of challenges that companies/brands are presented with if they want to optimize a space of customer journey and have to ensure continuity, coherence and complexity of experiences for their customers. Searching or creating these benefits that customers expect and their constant development becomes a prerequisite in this situation so that variety of positive experiences resulting in customer satisfaction and happiness could be guaranteed. |
| format | Article |
| id | doaj-art-e9ab45b302c8455f84cfbed5d093e2cd |
| institution | DOAJ |
| issn | 2299-193X |
| language | English |
| publishDate | 2017-12-01 |
| publisher | Faculty of Law and Economic Sciences University of Zielona Góra |
| record_format | Article |
| series | Management |
| spelling | doaj-art-e9ab45b302c8455f84cfbed5d093e2cd2025-08-20T03:19:11ZengFaculty of Law and Economic Sciences University of Zielona GóraManagement2299-193X2017-12-012129510810.1515/manment-2017-0007manment-2017-0007Consumer perspective of omnichannel commerceKaczorowska-Spychalska Dominika0University of Lodz, Faculty of Management, Department of MarketingThe evolution of hypermedia space and growing saturation of the market with mobile devices, an increasing role of Big Data, which allow for multidimensional analysis of data from offline and online markets, growing popularization of solutions of Market Intelligence supported by Cloud Computing technology as well as development of potential and opportunities of adapting the Artificial Intelligence (AI) and Internet of Things (IoT) in commerce cause that customers and their experience become a major point of activity of companies/brands. Shopping experience of a buyer is an effect of multiple and multidimensional contacts, often conducted simultaneously in many channels and in the real time. It forces an increasingly growing number of challenges that companies/brands are presented with if they want to optimize a space of customer journey and have to ensure continuity, coherence and complexity of experiences for their customers. Searching or creating these benefits that customers expect and their constant development becomes a prerequisite in this situation so that variety of positive experiences resulting in customer satisfaction and happiness could be guaranteed.http://www.degruyter.com/view/j/manment.2017.21.issue-2/manment-2017-0007/manment-2017-0007.xml?format=INTomnichannel commerceretail tradecustomerInternet of Things (IoT)M31 |
| spellingShingle | Kaczorowska-Spychalska Dominika Consumer perspective of omnichannel commerce Management omnichannel commerce retail trade customer Internet of Things (IoT) M31 |
| title | Consumer perspective of omnichannel commerce |
| title_full | Consumer perspective of omnichannel commerce |
| title_fullStr | Consumer perspective of omnichannel commerce |
| title_full_unstemmed | Consumer perspective of omnichannel commerce |
| title_short | Consumer perspective of omnichannel commerce |
| title_sort | consumer perspective of omnichannel commerce |
| topic | omnichannel commerce retail trade customer Internet of Things (IoT) M31 |
| url | http://www.degruyter.com/view/j/manment.2017.21.issue-2/manment-2017-0007/manment-2017-0007.xml?format=INT |
| work_keys_str_mv | AT kaczorowskaspychalskadominika consumerperspectiveofomnichannelcommerce |