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Integrating E-Commerce Into Omni-Channel Strategy

In: Business and Management

Submitted By goyamjain
Words 2943
Pages 12
Abstract
This paper presents comparative study, current trends, and success or failure of different industries in terms of strategies used by them for incorporating e-commerce in their Omni-channel success. The industries selected are Apparels, Electronics, Automobile, Groceries and Home Décor. We selected two companies in each of above industry in order to conduct research, analyze and draw conclusions for that industry as whole.
Businesses which integrate e-commerce into their Omni-channel strategies generally have focus of providing superior customer experience and getting better analytics regarding their customers. But approach followed by different industries varies significantly. Another important consideration is that success rate of using such a strategy is different across industries.
To achieve the goals mentioned for the study, we analyzed different functionalities of e-commerce that an industry would like when following such strategy. We divided functionality into Browsing, Buying, Pre and Post sale service, Reviewing and data analytics. This division also gave an insight into depth to which specific industry goes in applying such strategies. After this, we looked at breadth aspect of such a strategy by analyzing Digital Presence, Search Optimization Strategies, and Mobile integration. This exercise gave structured parameters to analyze the strategy of each industry.
After above exercise, we researched about the two selected companies in each category based on above mentioned parameters. We also researched current trends for each category. This research was done through extensive secondary research. We also used each company’s website, newsletter, annual reports and past news items in the making of this report.
Another critical element in this research was determining whether incorporating e-commerce into Omni-channel strategy in a particular...

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