Multi Channel & Omni Channel Retailing

Target Group

Students with interest in eCommerce

Content

• Understanding traditional, online, and omnichannel business models in retailing
• Integrating communication and distribution channels and touchpoints
• Understanding and steering omnichannel customer journeys
• Identifying metrics along the omnichannel customer journey
• Creating and measuring omnichannel customer experiences
• Learning from best practice examples in multi- and omnichannel retailing

Description & Benefits

Within this module, students will acquire competencies in multi- and omnichannel retailing. Upon completion of this module, students will be able to identify key challenges in modern retail management in online, offline, and hybrid environments. They will learn to differentiate between single-, multi-, and omnichannel settings and to integrate channels efficiently along the customer journey. Furthermore, they will learn to collect and analyze customer data along different channels and touchpoints and to map the omnichannel customer journey from pre-purchase to purchase and post-purchase for specific target groups and industries. International best-practice examples in multi- and omnichannel retailing will provide insights into retailing in the new digital age and will help students to create seamless customer experiences along today’s multi-facetted and iterative paths-to-purchase.