Omnichannel marketing for digital store
Mikhail M. Komarov - Candidate of Technical Sciences, Professor of the Department of Business Informatics. National Research University "Higher School of Economics"
Maria D. Abashidze - Master of the Department of Business Informatics. National Research University "Higher School of Economics"
Abstract
The materials of the article provide a general overview of the topic of omnichannel marketing, analyze the elements of a digital store (using the example of Leroy Merlin). The advantages and disadvantages of the new approach are given. Practical cases of companies using this approach are described, as well as a forecast related to the prospects for the development of omnichannel marketing.
Keywords: omnichannel marketing; digital store; customer journey map; internet store; marketplace; e-commerce; e-business; Internet.
For citation: Komarov M. M., Abashidze M. D. Omnichannel marketing for digital store. Digital models and solutions. 2022. Vol. 1, no. 3. DOI: 10.29141/2782-4934-2022-1-3-3. EDN: DFPPSV.
