MULTICHANNEL AT RETAIL AND OMNI-CHANNEL: Challenges for Marketing and Logistics

The present paper has as an objective to present and analyze the challenges that the multiplication of distribution channels – the multichannel – imposes to Marketing and to Logistics. It is presented and discussed concepts which show the requirement for tools that optimize processes, eliminate wastes and comply with consumer´s needs, offering competitive differentials for the organizations. The multichannel has as premise to consider the client as the focus of distribution acting and aims at making products available at the greatest number possible of distribution channels, generating integrated information and, above all, consistent experiences of purchases. To sum up, this paper presents an evaluative concept of multichannel, the Omni-Channel, activity which aims at integrating the available channels – physical and virtual ones – in order to conquer and to adapt to the consumer who demands fast answers and more options at the retail. It is intended thus, to show the integration between the Marketing activities and Logistics as tool to reach the entrepreneurial goals