Sustainable retailing through omni channel strategy: Dawn of a new era

Abstract

Challenges have been at the forefront of growth and development of human society since time immemorial. In this context Covid 19 posed a very unique challenge that disrupted the entire world, as we live in a flat world today unlike in the past history. The pandemic saw many in the arena of business showing downward surge in growth and even shut shop. Traditional marketing channels be it online or offline were challenged. This saw the rise of omnichannel bridging the gap between them and this is particularly of much concern for business as it has over turned the value delivered through omnichannel shopping for consumers in ways that are sustainable to them. This paper uses a conceptual methodology to obtain insights on the use of omnichannel business model as the dawn of a new era post the pandemic to keep alive our economy's engines of growth.