Omni-Channel Retailing
| Course Code | MKTG-725 |
|---|---|
| Lecture hours per week | 4 |
| Lab hours per week | |
| Course Availability | Open |
| Description | The retail sector remains a high-engagement activity activity for consumers around the world. The customer journey in retail began as an exchange occurring in a single store or channel; however, it has evolved over time to include the many channels available to consumers seeking added convenience. In the age of mobile and connected commerce, customers seek a seamless shopping experience — one that allows them to start the journey in one channel, continue it in another, and complete it in yet another. This process is complex and demands strong front-end service offerings and well-established back-end operations. While this approach requires significant investment from retailers, it is increasingly proving to be a necessary adjustment for survival in the Amazon era — this is the age of omni-channel retail. In this course, students will be introduced to the history of the retail sector, its evolution over the past five decades, the forces transforming it, and the impact these changes are having on customers’ shopping habits. Students will examine the components of the retail business model and explore the principles of omni-channel retailing, its global growth, and how it enhances the shopping experience through a focus on convenience. Students will also learn how retailers are revamping their operations, shifting the focus of their employees to enhance the customer experience, and adjusting resources to collect and act on data across all platforms to ensure a holistic and satisfactory customer journey. |