Tác giả: Duong Vo Hung - Ngo Duc Trung
Số trang: 218-226
DOI url: 10.62831/202526057
Tóm tắt:TÀI LIỆU THAM KHẢO:In today’s digital era, consumer behavior in the retail industry has undergone significant transformation, prompting retailers to shift from traditional models toward integrated omnichannel and multichannel strategies. This study proposes a conceptual framework for developing omnichannel retail strategies, grounded in theoretical models and informed by practical implementation, with particular attention to adaptability within the Vietnamese market context. Drawing inspiration from the Tchibo omnichannel model, the framework emphasizes four key pillars: seamless channel integration, real-time inventory synchronization, enhanced digital engagement, and data-driven personalization. The findings underscore the critical importance of aligning online and offline operations to deliver a cohesive customer experience and achieve sustainable growth. This case study offers valuable insights for retailers in emerging markets seeking to design and implement effective omnichannel strategies that can flexibly respond to evolving consumer expectations in the digital economy.
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Từ khóa:omnichannel strategies, retailing industry, online & offline channel, Tchibo Omnichannel Model, data-driven personalization.
