Question 6

The retail environment is changing dramatically. Online retail is rapidly gaining traction, while the traditional brick and motor stores are increasingly perceived as outdated. To prevent extinction, many retail stores are adopting the "omnichannel" strategy.

1. Describe what is omnichannel retailing?

2. What are its benefits (that make it superior to online or traditional retailing) - briefly describe at least 3 benefits?

3. Provide 2 examples of companies that use omnichannel retailing strategies. Briefly describe what these companies are doing that reflects the omnichannel trend.