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Recent years have seen a number of changes in the way consumers browse shop buy and engage with brands and their products and services These changes have had an impact on the dynamics of retail

Recent years have seen a number of changes in the way consumers browse, shop, buy and
engage with brands and their products and services. These changes have had an impact on
the dynamics of retail marketing and have forced organisations to adapt their strategies. One
such adaptation is the adoption of an omnichannel strategy which requires the seamless
integration of the retailer’s various online, offline and direct marketing channels. Given this
context, you are to:
(i) Conduct a literature review on the concept of omnichannel marketing strategy with
a view to understand and examine the recent academic publications in this area.
(ii) Following this, choose a retailer as a case in point and demonstrate how this
chosen retailer adopts the omnichannel strategy. Reflect on their strategy including
any legal and ethical considerations that may arise.
(iii) Finally, based on your understanding of the literature and your analysis of the
retailer, make recommendations to the retailer’s management team.
It is suggested that your report entails the following elements:
- Front Sheet
- An executive summary
- Title page
- An introduction to the report
- The context and background
- Literature review
- Case analysis
- Conclusions and recommendations
- Reference list
- Appendices

Jul 24 2020 View more View Less

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