The Omni-Channel Ecosystem
DOI link for The Omni-Channel Ecosystem
The Omni-Channel Ecosystem book
The chapter on the omni-channel ecosystem provides an overview of the approach that can guide managers through the steps necessary for developing and implementing an omni-channel strategy. This chapter offers a distinction between omni-channel and multi-channel, outlines the tasks and functions of channel members, and provides a snapshot of the various actors involved in a marketing channel ecosystem. This chapter also addresses topics such as going to market with an omni-channel strategy and the five trends driving the growth of omni-channels. To help channel managers design a strategy and manage it over time, Chapter 1 addresses some central omni-channel questions, including (a) what is an omni-channel strategy and how does it differ from the multi-channel approach? (b) What is driving the movement toward an omni-channel world? (c) What are the key trends in omni-channel strategy and going to market with such a strategy? Readers should develop an appreciation and understanding of the role of channel management in firm success. Appendix 1.1 provides definitions and examples of various alternative channel formats.