Argue why omnichannel is regarded as a crucial retail strategy to adopt, regardless if you are a brick-and-mortar, brick-and-click, or a pure e-commerce retailer and the main challenges of a pure e-commerce retailer when to implement a successful omnichannel business model

You are to use and refer to the following references:

Kremez et al., (2021), E-commerce structures for retail and service franchises, Asia Pacific Journal of Marketing and Logistics, 33(6), pp.1292-1308.

Gerea and Herskovic, (2022), Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies, Journal of Theoretical and Applied Electronic Commerce Research, 17, pp.394–413.

Answer rating: 100% (QA)

Omnichannel retail strategy is considered crucial for retailers whether they are brickandmortar brickandclick or pure ecommerce due to its potential to enhance the customer experience drive sales and ... View the full answer