KAJIAN LITERATURE STRATEGI RITEL OMNICHANNEL SEBAGAI PENGEMBANGAN DARI STRATEGI RITEL MULTICHANNEL PADA INDUSTRI RITEL
DOI:
https://doi.org/10.61769/jabs.v5i2.483Abstract
ABSTRACT
An omnichannel retail strategy is a strategy that integrates multiple channels allowing customers to simultaneously take advantage of all available online and offline retail channels while shopping. This strategy is needed to overcome various challenges that arise due to changes in the business environment in the retail industry. The omnichannel strategy also aims to overcome the saturation of the retail business that only uses online channels, as well as the multichannel strategy that has been developed earlier. This study aims to provide a conceptual overview of the differences between multichannel retail strategies and omnichannel retail strategies and how the opportunities for implementing omnichannel strategies in the retail industry will be in the future, especially for retailers who have not utilized an omnichannel retail strategy. This study uses a descriptive method by conducting a study of various literatures. Observations were made by reviewing several theories and found a conclusion regarding the differences as well as the advantages and disadvantages of an omnichannel strategy if it was built as a form of development of a multichannel strategy.
Keyword: omnichannel, multichannel, ritel
ABSTRAK
Strategi ritel omnichannel adalah strategi yang mengintegrasikan beberapa saluran yang memungkinkan pelanggan untuk secara bersamaan memanfaatkan semua saluran ritel online dan offline yang tersedia saat berbelanja. Strategi ini diperlukan untuk mengatasi berbagai tantangan yang muncul akibat perubahan lingkungan bisnis pada industri ritel. Strategi omnichannel juga bertujuan untuk mengatasi kejenuhan bisnis ritel yang hanya menggunakan channel online, maupun strategi multichannel yang telah lebih dulu dikembangkan. Penelitian ini bertujuan untuk memberikan gambaran secara konseptual mengenai perbedaan antara startegi ritel multichannel dengan strategi ritel omnichannel serta bagaimana peluang implementasi strategi omnichannel dalam industri ritel dimasa yang akan datang khususnya bagi peritel yang belum memanfaatkan strategi ritel omnichannel. Penelitian ini menggunakan metode deskriptif dengan melakukan kajian dari berbagai literatur. Observasi dilakukan dengan mengkaji beberapa teori dan didapati sebuah kesimpulan mengenai perbedaan serta kelebihan dan kekurangan dari strategi omnichannel jika dibangun sebagai bentuk pengembangan dari strategi multichannel.
Kata kunci: omnichannel, multichannel, ritel
Downloads
Published
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
