From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing

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Verhoef, P., Kannan, P. and Inman, J. (2015). From Multi-Channel Retailing to Omni- Channel Retailing. Journal of Retailing, 91(2), pp.174-181. 

Mots clés : 

Omni channel; Retail-mix; Performance Retail; Online

Résumé : 

Cet article a pour objectif de dépeindre un portrait de l’évolution des canaux retails ainsi que l’évolution de la stratégie multicanal à la stratégie omnicanale. 

Tout d’abord, les auteurs établissent une définition de la stratégie multicanale. Selon les auteurs, la gestion des clients multicanaux consiste au déploiement, la coordination et l’évaluation des canaux pour améliorer la valeur client. De plus, les managers considèrent ces canaux comme des points de contact avec le consommateur. 

Cependant, à l’arrivée du digital, ces canaux ont commencé progressivement à devenir interchangeable. Par exemple, aujourd’hui beaucoup de consommateurs se rendent en magasin mais cherchent en même temps sur Internet des informations complémentaires. De plus, les auteurs mettent en lumière que pour la stratégie omnicanale, par rapport au multicanale, il y a un plus large spectre de canaux. Par exemple, on retrouve les points retails (boutiques, boutiques en ligne, marketing mobile), les réseaux sociaux, et points de contact (TV,  radio, print, C2C, etc). L’objectif d’une stratégie omnicanale est de proposer aux consommateurs une expérience unique et complète. 

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