CONCEPTUALIZATION OF OMNI-CHANNEL CUSTOMER SERVICE IN RETAIL TRADE

Abstract

The article is devoted to the formulation of the conceptual basis of omnichannel customer service by retail trade enterprises. The etymology of the terms "omnichannel", "service" was considered, the views of domestic and foreign scientists on the problems of omnichannel trade were analyzed. There is a certain lack of research devoted to the consideration of omnichannel through the prism of the positive customer experience formation. Attention is focused on the radical changes in retail trade under the influence of digitalization, the complexity of consumer behavior and the need for increasing efforts of retailers to ensure the formation of positive customer experience and associations related to the brand. It was noted that the development of a strategy for managing the channels of goods sales should begin with an understanding of what the consumer's purchasing journey looks like. The thesis is presented that the trader's efforts should be directed not only to the effective management of the direct sales process, but also to information, communication and organizational support during interaction with consumers before the purchase and after the purchase of goods in order to ensure the formation of a positive customer experience. The goals that an omnichannel retailer should pursue are formulated. They envisage ensuring uninterrupted customer service at all points of contact with the brand; optimization of actions in the channels of goods sales and communication with consumers. The author's definition of the concept of "omnichannel service" is presented as an important component of a retailer's influence on the perceived value of his brand, ensuring consumer satisfaction and forming a positive shopping experience. The content elements of the process of omnichannel customer service by a retail enterprise are schematically depicted.