Business technology of omnichannel marketing in enterprise management

Abstract

In the context of the digital transformation of the enterprise, the business technology of omnichannel marketing was discovered, which occupies a strategically important place in the management of the enterprise, ensuring the continuity of interaction with customers, increasing satisfaction and loyalty, effective use of digital resources. On the example of the operation of the enterprise INTERTOP Ukraine, the possibilities of practical use of innovative business technologies of omnichannel marketing as a component of digital management are given. The conceptual model was further developed in the identification of a tool for improving omnichannel marketing in the direction of attracting and interacting with customers. The One Retail tool has been proven to enable an enterprise to build an effective omnichannel strategy aimed at improving every aspect of the business model, from logistics and management to customer service and marketing. Thus, these activities create a strong foundation for achieving high rates of customer acquisition and retention, which in turn leads to increased sales and improved overall business performance.