Сутолкина Анастасия Алексеевна
The Shift from Multichannel to Omnichannel Marketing Strategy for International Companies: the Case of Adidas
Omni-Channel strategy is the set of activities involved in selling merchandise or services through all widespread channels, whereby the customer can trigger full channel interaction and/or the retailer controls full channel integration. The main trends that drive the industry are data and personalization. Retailers face significant challenges in attempts to shift from Multi-channel to Omni-channel strategies. In our research, we identified the main problems arising in the shift to Omni-channel strategy and defined the possible solutions by the example of Adidas.