Impact of Omni-Channel in Retail

Running head: IMPACT OF OMNI-CHANNEL IN RETAIL
IMPACT OF OMNI-CHANNEL IN RETAIL
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1IMPACT OF OMNI-CHANNEL IN RETAIL
The study is particularly aimed in stating about the evolution of the Omni-channel
strategy for the retail companies. Target Corporate is considered for this particular study.
This is a retail organization that is dealing with several products creating a seamless
experience for the customers and have been a part of American retail since 1962
(www.target.com, 2019). Omni-channel is the way to that various options like physical
shopping, teleshopping as well as online shopping are integrated in such a way that it can
create a seamless experience for the customer (Frazer & Stiehler, 2014). The following
paragraphs are evaluating the evolution of Omni-channel discussing the factors that have
been a part of it and states the ways to improve existing Omni-channel strategy of the
providing seamless and integrated experience to the custormer.
Omni-channel is one of the key factors that involves providing seamless experience to
the customer being integrating various methods of shopping. Target a well-known player in
providing the integrated as well as seamless experience have set an example by having
diversity in the delivery options by providing Drive-Up for those who wants to pick up their
order, where the employees load the orders of their online customers, in their cars along with
this option the availability of next-day as well as same-day delivery by the acquired company
Shipt (www.target.com, 2019). The company not only have focused on the online experience
but also have emphasize on remodeling of the existing stores to enhancing the experience of
the customer.
T a r g e t i s a r i
9.7% of growth in the net earnings of the company (www.target.com, 2019). The primary
Fig: Drive Up Process
Source: Target Corporate