Özet:

Digital platforms have significantly influenced and empowered consumer purchasing behaviour. Today's consumers connect with a variety of channels, including search engines, comparison sites, mobile browsers, applications, social media platforms, and physical storefronts. Due to rapid development of digitalization, companies are also heading towards such platforms so that they can give an easiest and the safest way for delivering services to customers. So, companies operate their business to create a seamless customer experience across all touch points and channels with which customers interact. Retailers who do not adapt to shifting consumer dynamics risk being left behind. As a result, businesses must understand consumer channel choice and the elements that influence consumer channel choice decisions. A typical path to purchase of a consumer today is non-linear as he or she straddles multiple touch points and channels at different stages in their buying journey. So present article is an attempt to study the significance of Omni-Channel and how companies take an advantage of this to reach their business at next level.

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