Unifying Channels to Reach Customers: Omni-Channel Strategies

  • Tawfik JelassiEmail author
  • Francisco J. Martínez-López
Part of the Classroom Companion: Business book series (CCB)


Firstly, this chapter presented reasons why firms should implement omni-channel strategies. Secondly, this chapter provided a framework of an omni-channel system. An omni-channel system needs to increase channel visibility and channel integration. This chapter detailed channel integration encompassing channel types, channel agents, and channel stages. Thirdly, this chapter discussed three major stumbling blocks on the journey to omni-channel. Fourthly, this chapter categorized channel conflicts and offered contingent solutions for each type of channel conflict. Lastly, SoLoMo represents three dominant vehicles to integrate various channels. This chapter shed light on how companies should devise their omni-channel strategy by SoLoMo.


Omni-channel strategies Channel conflict SoLoMo 


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Further Reading

  1. Chen, Y., Cheung, C. M., & Tan, C. W. (2018). Omnichannel business research: Opportunities and challenges. Decision Support System, 109, 1–4.CrossRefGoogle Scholar
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  3. Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67.CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Tawfik Jelassi
    • 1
    Email author
  • Francisco J. Martínez-López
    • 2
  1. 1.IMDLausanneSwitzerland
  2. 2.Department of Business Administration 1University of GranadaGranadaSpain

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