Digital technology has considerably changed the way consumers make purchasing decisions. It is important for marketers to employ an “Omni-channel” approach that mainly seeks to provide consumers with predictable and consistent experience. This paper examines the purpose, the key issue, valuable information, conclusions and implications in the article “Omni-Channel Retail Insights and the Consumer’s Path-to-Purchase.”
The Main Purpose of This Article
The major purpose of the article is to provide knowledge to marketers on the need for an efficient multi-channel approach to marketing. According to (Fulgoni, 2014), the advent of digital technologies necessitates rapid change and channels the pricing power to the hands of the consumers. Therefore, Fulgoni aims at showing marketers that online influence has revolutionized the current market and the role digital technology is playing in their path-to-purchase. Moreover, this article is to provide relevant information on how marketers can address the challenges posed by the advent of modern technologies.
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The Key Issue the Author is Addressing
The author of this article mainly analyzes how the digital system in the Omni-Channel world has impacted the way consumers make their purchasing decisions. To develop this issue, the author analyzes the need for consumer insight, offline influence on e-commerce and the central role that a mobile phone plays across all channels. Additionally, Fulgoni illustrates how marketers in an Omni-Channel world can promote effective marketing and address the challenges facilitated by the advent of digital technologies. The author suggests that the best way to efficiently market in an Omni-Channel world is to develop a consumer-centric focus.
The Most Important Information in this Article
The most important information is in the article is that the coming of digital technologies has promoted massive complications. It, therefore, requires marketers to have insights into consumers purchasing behavior. Digital technology has significantly affected consumer’s behavior (Fulgoni, 2014). Currently, consumers can easily conduct research and obtain price and product information about any product through the internet which alters path-to-purchase (Carroll & Guzmán, 2013).
The Main Conclusions of This Article
The main conclusion is that in the ‘Omni-channel’ world, marketers need to be consumer-centric. For marketers, it entails some goals such as getting rid of organizational channels and silos that lead to a reduction in marketing efficiency. Second, is to leverage the ability to communicate electronically to ‘Omni-channel’ shoppers. The last goal is to ensure that analytical systems in an organization
The Implications of These Conclusions to the Topic
The major implications are that; retailers should recognize the need to plan and clearly understand organizational structures and marketing investments. Therefore, it will be easy to eliminate channels in an organization and commercialization silos that necessitate inefficiency in marketing (Fulgoni, 2014). Second, organizational marketers should aim to develop the ability to link offline and online exposure across all platforms so as to facilitate e-commerce and in-store buying. Lastly, retailers should take a keen interest on in- store beacons since they can be easily used to alert customers to incentives while at the store self (Fulgoni, 2014).
In conclusion, this article provides relevant information on the effect of digital technologies on Omni-Channel world. The author examines the change in consumer behavior due to their ability to use the internet in gathering information that relates to the price and nature of the product. The fast-growing e-commerce created by internet and technology needs marketers and retailers to develop a consumer-centric focus.
References
Carroll, D., & Guzmán, I. (2013). The new omni-channel approach to serving customers.
Fulgoni, G. M. (2014). Omni-Channel Retail Insights and the Consumer’s Path-To-Purchase. Journal of Advertising Research.
