Abstract:

With the help of new technology, more and more consumers use different shopping channels in the same tame to make a buy decision. These omnichannel shoppers bring new challenges to online and traditional retailers. This paper reviews the novel omnichannel retailing and marketing solutions in the French retailing industry, and highlights how these disruptive innovations bring new challenges and opportunities to the retailers. The paper also suggests a series of marketing strategies which can help retailers to transform their business model and maintain competitive in the fierce competition.