|Lecture hours per week||3|
|Lab hours per week||0|
In this course students examine the key features and benefits of omni-channel retailing – the seamless shopping experience. Customers should be able to freely migrate from one channel to another as part of a multi-path buying experience on the path to purchase. Organizations must be prepared to listen and respond on multiple devices as required. Measurement, data collection and analytics are also of key components of this approach. The seamless merging of digital insights with in-store physical experiences is a key imperative. Ongoing customer relationship management is critical.