Sunday, 11 September 2022 | PNS | DEHRADUN
Omni channel integration is driving the evolution of a market approach strategy for business entities that combines physical stores and digital outreach to the mass markets of the twenty-first century. According to EBS India Inc founder Chavi Hemanth, “There are numerous platforms available to organisations for spreading their message and consolidating their market presence. Physical distribution of products, dominated by brick and mortar stores, was a dominant feature of markets in the past. With the introduction of technology, the market transformed itself into a brick-and-click business model, which has now evolved into omni channel integration.
Social media and digital marketing are now prominent components of business strategy, acting as force multipliers for traditional business approaches of business entities. With the passage of time, the FMCG industry has also evolved and transformed; it began as a business model with physical distribution such as wholesalers, retailers, stockists, and super stockists.” Hemanth states, “Omni channel FMCG strategies are a development of what was previously known as multichannel retailing. The emergence of digital technologies, social media, and mobile devices has resulted in significant changes in the retail environment, providing FMCG companies with opportunities to redesign their marketing and product strategies. In omni channel FMCG retailing, a single backend handles all customer data, whether on the web, mobile or in-store. Traditional methods of mass advertising are combined with emerging interactive channels in an omni channel FMCG company business approach.
The omnichannel concept not only broadens the range of channels, but also considers the needs, communications, and interactions of customers, brands and retailers. Customers frequently seek information in physical stores while also receiving additional information about offers and possibly lower prices from their mobile devices. Instead of each channel holding specific units, omni channel allows FMCG companies to allocate inventory availability and visibility across locations.”
