MULTIKANALNA I OMNIKANALNA MALOPRODAJA

Retail is the sale of goods, products and services intended for personal or family consumption. As such, retail is part of the supply chain, and its role is to mediate between manufacturers, wholesalers and end customers. The trade can take place at physical or online locations. There are also different forms of retailing that take place through different channels. And so we have multichannel retail that multiplies the distribution channels of products and services. The goal is to offer customers different points of sale, contribute to customer satisfaction and generate greater revenue. Customers are provided with channels such as physical stores themselves, online stores, catalogs, websites, and the result is a better image of the merchant's brand. Multichannel retailing is associated with the notion of omnichannel retail, which connects the connection between physical and online stores. Omnichannel retail complements multichannel retail by including channels such as e-commerce, mobile applications and social media in addition to physical and online stores. In the following, the specifics of multichannel and omnichannel retailing as well as their differences will be described in more detail.