Abstract:
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Due to the fast and efficient implementation of new purchase and sales
processes, different current options through how both sides, consumers and
retailers carry out purchases, are gaining importance over the last years, what
generates the research of growth and improvement processes.
Nowadays online sales are moving forward by leaps and bounds though the
need of keeping offline traditional system has been verified, so the strategy
seeks combining both of them and with it obtaining the maximum benefit for
consumers and also to ensure retailers’, as well as providing an experience to
customers during the buying process through the omnichannel strategy. But
this paper’s objective is to answer the different questions related to the
online and offline connection, their origins and development, such as: 1.
Which is the relationship between online and offline channels. 2. If they are
complementary strategies rather than substitutes. 3. And in case of being
complementary strategies, how do they work together and what profits do
they award.
With this it is sought not only to understand the new tendencies and their
development through the last years and to know how to obtain the higher
profit with each of them but also to find out how the business development
will be for the coming years depending not only on consumers’ behavior
facing all these new strategies but also on each industry and its possibilities.
To better understand the behaviour of these channels and its operation three
companies from three different sectors whose business approaches were
quite different in their beginnings, as well as their strategies, focusing on a
single platform, have been chosen to analyse how they have been evolving
since their starts until today, where both online and offline channels and the
different platforms that compose them through which the client can interact
with the brand become links in a single chain achieving the fusion not only
between the different channels but also between the customer and the
company. |