Migration from multi channels to omni-channel : a multi-touchpoints approach in online retail shopping

Abstract

With the advent of online means of communication, businesses growth has accumulated considerably. Nowadays, businesses take advantage of various channels such as handheld devices, web applications, computers, screens, and etc. along their physical locations to offer diverse services. This has facilitated customers access to information and reviews regarding each product to aid them in making more informed decisions than is feasible. The goal of this research is to figure out how we can make consumers experience seamless and consistent among online channels. Then, they would have a similar experience in online clothing stores in comparison to physical clothing stores.