Application and Integration of Omnichannel Decisions to Customer Relationship Management

Abstract

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to have sustainable growth for companies and brands. In this study, it is aimed to examine the application of omnichannel decisions in different marketing channels and the contributions of this approach in the strategic plans of companies to create an overall customer experience in Turkey. For this purpose, a thorough literature review was provided on different marketing channel approaches, especially retailing and wholesales. In-depth interviews with companies showed that companies in Turkey are underway to include omnichannel approach in their short-term plans to improve their sales volume, and these companies also use this approach as a positioning by creating an integrated customer experience through customer relationship management.

Citation

Karacali, O. and Salman, G.G. (2020), "Application and Integration of Omnichannel Decisions to Customer Relationship Management", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, Emerald Publishing Limited, Leeds, pp. 153-176. https://doi.org/10.1108/978-1-80043-388-520201013