Multichannel and omnichannel retail of goods

Maloprodaja i maloprodajni oblici u suvremenoj trgovini prolaze kroz velike promjene. Razvijaju se uz konvencionalne i novi kanali prodaje povezani za Internetskim i mobilnim tehnologijama. Kako bi bila konkurentna, poduzeća razmatraju ulaganja u različite oblike prodaje kako bi se na najbolji način prilagodila promjenama i tako zadovoljila potrebe kupaca. U takvim tržišnim okolnostima, distribucija robe kroz više različitih kanala predstavlja vrlo aktualan način prodaje robe na tržištu. Koncept multikanalne maloprodaje prerasta u omnikanalnu maloprodaju gdje je integracija kanala potpuna. U radu će se objasniti zašto je došlo do razvoja iz multikanalne u omnikanalnu maloprodaju. Kroz rad su objašnjene performanse odnosno prednosti i nedostaci te razlozi privlačnosti multikanalne maloprodaje u odnosu na konvencionalnu prodaju u fizičkoj prodavaonici. Obrađeni su suvremeni oblici maloprodaje, maloprodaja u multikanalnom kontekstu i kako multikanalna maloprodaja može biti izvorište konkurentne prednosti. U radu je provedeno empirijsko istraživanje putem anketnog upitnika o sklonostima i iskustvima kupaca prilikom kupnje preko različitih kanala maloprodajnih poduzeća. Istraživanje je obuhvatilo uzorak od 75 ispitanika. Cilj je anketnog upitnika da se dobiju podaci o tome kako kupci vrednuju način kupnje kroz više kanala.Retail and retail forms in contemporary commerce are undergoing major changes. Development with conventional and new Internet and mobile technology related sales channels. In order to be competitive, companies are considering investing in various forms of sales to better adapt to changes and meet customer needs. In such market circumstances, the distribution of goods across multiple channels is a very active way of selling goods on the market. The concept of multi-channel sales is evolving in multi-purpose retail where channel integration is complete. The paper will explain why there was a development from multi-channel to multi-channel retail. Throughout the paper, the effect, advantages and disadvantages, and reasons for the appeal of multichannel retail over conventional sales in physical commerce are explained. Modern forms of retailing, retailing in a multi-channel context and how multi-channel retailing can be a source of competitive advantage are addressed. The paper conducted an empirical study by examining customer preferences and experiences when shopping through various retailer channels. The study included a sample of 75 subjects. The purpose of the survey is to collect data on how customers value the way they shop through multiple channels