Features of Omni-Channel Marketing in DIY Retail

Due to changes in the external business environment, development of new technologies, changes in consumer behavior and increased market competition the integration of all communication channels in one system to ensure seamless communication with consumers is no longer considered to be a competitive advantage, but becomes the norm. Experts of the Russian DIY retail market consider omnichannel marketing to be the best approach to use many channels for the effective interaction with consumers and ensure seamless consumer experience. It is also considered to be a driver of the market development. This academic work is relevant because omnichannel model in retail in general and in the DIY segment in particular is a relatively new phenomenon, which becomes increasingly popular, but not studied enough. Academic literature where the omnichannel approach would be explored in detail only emerges. There are very few scientific works on omnichannel marketing in the DIY retail market. A more developed theoretical base regarding the characteristics of omnichannel marketing in DIY retail could contribute to knowledge accumulation regarding management in the DIY retail market. In addition, the theoretical base, practical results of this empirical study and recommendations for DIY shops could be valuable for the management of companies. The aim of this work is to identify features of the use of omnichannel marketing in DIY retail. The research methodologies are desk research, expert interviews with employees of DIY retailers' marketing departments and a customer survey to identify their consumer behavior and experience. As a result, successful omnichannel practices in retail in general and in DIY retail, the Russian DIY retail market, expert opinions and survey results were studied and analyzed. Moreover, recommendations for DIY retailers were made. According to the results of the study, a number of market features and the omnichannel approach in DIY retail were identified.