Omnichannel Marketing: Integrating Experiences to Maximize Impact (#859)
Read ArticleDate of Conference
July 17-19, 2024
Published In
"Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0."
Location of Conference
Costa Rica
Authors
Zuñiga-Abregu, Romi Rubi
Campos-Atoche, Benhur
Neciosup-Rivas, Miguel Angel Zezé
Abstract
The omnichannel strategy is essential for contemporary companies that seek to be successful in the current digital environment. In this regard, the problem encountered is that there is not enough information to implement omnichannel strategies. The objective being to describe the impact of the omnichannel strategy on the customer experience. The methodology used for this research is PRISMA, which consists of searching for highly relevant articles to solve the problem and meet the objectives, through the analysis of each analyzed and selected research. As a result of the application of the PRISMA method, 50 articles belonging to Scopus, Scielo, ScienceDirect and Redalyc are obtained, which allows us to deepen the information on customer experiences in the purchasing process in different channels such as physical stores, website, mobile applications, social networks, etc. With the implementation of the omnichannel strategy, the company seeks to build a competitive advantage that is a differentiating factor to stand out from competitors, attract customers, retain them in the long term and obtain greater productivity.