| Abstract | Digitalno doba sa sobom nosi mnoštvo prednosti i prilika. Jedna od njih je i rast e-trgovine i online narudžbi. S druge strane, to direktno utječe na stvaranje pritiska tradicionalnim trgovcima. Digitalno doba vrlo je užurbano i brzo se mijenja, a maloprodaja kao takva usko je vezana uz tehnološke trendove. Trgovci, stoga, pod pritiskom trendova mijenjaju svoje dosadašnje poslovanje i okreću se digitalizaciji. Jedan od novijih trendova su omnikanali, odnosno omnikanalni pristup maloprodaji.
Omnikanalna maloprodaja povezuje i integrira sve kanale putem kojih trgovac komunicira s kupcima, bez obzira na to jesu li online ili offline. Kupci danas su sve zahtjevniji; traže personalizirani pristup, brzu kupovinu, dostavu, žele biti cijenjeni u svakoj interakciji s trgovcem, a ukoliko nisu zadovoljni brzo odlaze dalje i teško stvaraju lojalnost. Upravo zato cilj svakog trgovca je na što bolji način ugoditi svojim kupcima kako bi oni bili zadovoljni i postali lojalni. Povezivanjem kanala stvara se jedinstveno, integrirano i
personalizirano iskustvo za kupca koje je u direktnoj vezi s osjećajem zadovoljstva i stvaranjem lojalnosti prema brandu i trgovcu.
S druge strane, implementacija omnikanalne strategije nije ni brza ni jednostavna, ali onima koji opstanu pruža mnoštvo prednosti. Navest će se također i izazovi i prednosti te razlozi zašto uvesti omnikanalni pristup. Ovaj rad bavi se problematikom omnikanala koji će biti istraženi teorijski kroz dostupnu suvremenu literaturu te praktično, kroz prikaz situacije na hrvatskom tržištu i primjera uspješnog trgovca iz prakse. |
| Abstract (english) | The digital age brings with it a multitude of advantages and opportunities. One of them is the growth of e-commerce and online orders. On the other hand, this directly impacts the pressure on traditional retailers. The digital age is highly dynamic and fast-changing, and retail, as an industry, is closely tied to technological trends. Consequently, retailers, under the pressure of these trends, are adapting to their traditional business models and turning towards digitalization. One of the more recent trends is omnichannel, more specifically, an omnichannel approach to retail.
Omnichannel retailing connects and integrates all channels through which a retailer communicates with customers, whether online or offline. Customers today are increasingly demanding; they seek a personalized approach, fast shopping, and delivery, and they want to feel appreciated in every interaction with the retailer. If they feel dissatisfied, they quickly move on, making it challenging to build loyalty. That is precisely why the goal of every retailer is to please their customers in the best possible way so that they are satisfied and become loyal. By connecting the channels, a unique, integrated, and personalized experience is created for the customer, which is directly related to the feeling of satisfaction and the creation of loyalty towards the brand and the retailer.
Furthermore, implementing an omnichannel strategy is neither quick nor simple, but for those who persist, it offers numerous advantages. Challenges, advantages and reasons for adopting an omnichannel approach will also be presented. This paper delves into the intricacies of omnichannel, which will be explored theoretically, through available contemporary literature, and practically, through the presentation of the situation on the Croatian market and the example of a successful retailer from practice. |
