We will have a discussion seminar with the guest lecturers, Ms Ana Teixeira (business consultant) and Dr Yasuyuki Yamaoka (business consultant, researcher of the Open University of Japan) on the theme of ‘Moving from Multi-Channel to Omni-Channel Retailing’. This session is the fourth ‘spin-out’ event from DEEP TRANSFORMATIONS AND THE FUTURE OF ORGANIZATIONS (6-7 December 2019).
The internet and digital technologies have significantly transformed the retailing strategies and markets last few decades, specifically, the research theme of the online sales channels have attracted researchers and practitioners, and we have developed implications in the focus of multi-channel strategies. Recently, especially in line with the boosting of the digital natives’ power and their inclination towards SNS platforms, businesses have also designed marketing strategies concentrating on SNS based activities. In doing so, multichannel has been considered as the design, deployment, and marketing platforms combining different channels by which the businesses interact and collect consumers’ voices and wants to enhance their business opportunities.
The concept of multichannel and its experience has been already established in the business context. Even traditional firms have been implemented the firm website, blogs, and emailing list as the interactive tool. Some firms have collaborated with the influencers to enhance their messages with the positive impact as an effective method in marketing behaviour. Based on the current mature situation, it is getting more important to understand what omni-channel means and can bring about.
Omni-channel customer service aims to provide a seamless customer experience across multiple sales channels and there the concept of ‘integrating sales channels’ as a ubiquitous experience for the customers. The core theme for omni-channle is not only providing a holistic experience but also it can enable stressless and significant customer services from the service provider side. To realise the harmonious experience for both customers and businesses, the strategic implementation of ICT is the critical key.
This session will provide unique viewpoints focusing on the theme of potential and challenge of omni-channel. Also, this session will discuss the theme in line with the UN Sustainable Development Goals (SDGs), such as ‘Goal 9: Industry, Innovation and Infrastructure’ and ’Goal 17: Partnerships for the Goals’.
This session also aligns with BU2025 strategic investment areas (SIAs), Simulation & Visualisation and Assistive Technology.
The BU ECRs, PhD researchers, and MSc students are welcome to this session.
The session will be facilitated by Dr Hiroko Oe and an ECR, Ediz Akcay. Mr. Gideon Adu-Gyamfi (MSc International Management) will also contribute as a discussant.
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