A study of OMNI-channel retailers in Thailand

The study is a retail industry analysis in the omni -channel retailing era in Thailand. Currently, the integration of multichannel retailing, which is called “Omni-channel Retailing”, plays an important role among retail industry. The word, omni-channel, itself means the integration across all retail channels and all customer touch points to serve customers need in better way. With the convergence of physical retail store, digital tools such as smartphones and tablets, and e-commerce channels, we currently see many retailers evolved their business strategy and tools offering to offer a seamless shopping experience to their customers and meet customers demand in 360 degree to create a faster responsiveness, customer convenience and decreasing loss sales rate at the same time. However, because each channel has its own pros and cons so they could not be replaced to each other completely and it needs to be developed and worked closely together to achieve long term business goals with their synergies. So, we currently see many retailers evolved their business strategy and tools offering to offer a seamless shopping experience to their customers and meet customers demand in 360 degree by transforming themselves to become omni-channel retailers. The study aim to understand the strategies that omni-channel retailers have used and study their key success and failure factors, customers’ perceptions and satisfactions based on each tool offerings. As it is in a form of industry analysis, the study will provide the industry overview and key players strategy by evaluation each retailers and tools they used.