Abstract:

An omni-channel interaction with customers appeared due to the development of a number of information technologies. It stands for an absolute integration of sales channels. But there are a number of terms that describe different approaches to interaction with the consumer (multi/cross/omni-channel) and their similarity can be confusing. In the study we compare them, structure and give clear definitions. Also, the article considers prerequisites of the omni-channel, which contains few elements: the impact of technologies, customers and competitors. It is very important to know how to implement the omni-channel approach (there are technological and organizational aspects) and what benefits it can bring to the company. We investigate the most significant features of such implementation and collect data about the economic and communication effects.