Omnichannel User Experience in Online Retail

Scientific Conference on Economics and Entrepreneurship SCEE '2020: Organized within the 61st International Scientific Conference of Riga Technical University: Book of Abstracts 2020
Guna Januševska

In today’s conditions of uncertainty, when a lot of companies transform digitally, online retailing becomes challenged more than ever. Being present in multiple channels offers greater exposure and market reach. Although if the customer is the same, company has to consider the continuity of customer experience when switching from one channel to another. Research focus is on omnichannel user experience in online retailing.

Keywords
Omnichannel, Online retailing, E-commerce, User experience, Brand equity, Innovation
Hyperlink
http://dom.lndb.lv/data/obj/868132.html

Januševska, G. Omnichannel User Experience in Online Retail. In: Scientific Conference on Economics and Entrepreneurship SCEE '2020: Organized within the 61st International Scientific Conference of Riga Technical University: Book of Abstracts, Latvia, Riga, 12-18 October, 2020. Riga: RTU Press, 2020, pp.8-8. ISBN 978-9934-22-510-9. ISSN 2256-0866.

Publication language
English (en)