In today's digital age, many digital and internet-based marketing pracitces are used by firms to communicate effectively with their target markets. Explain the role of the Omni-channel retailing in contribution to these practices. [5 marks] For the toolbar, press ALT+F10 (PC) or ALT+FN+F10 (Mac).

Technological integration and convergence enables customers to experience conventional, online and mobile shopping. Companies tailor multiple retail channels in respond to their customers' needs.

The so-called omni-channel retail strategy suggests an integrated shopping approach, combining the convenience of various digital channels with the customers' personal experience, typical for brick and mortar settings. Due to the co-existence of multiple sales channels complementing each other, retail companies may better engage with their customers. Moreover, the easy and seamless switching between various retail channels allows customers to experience the brand holistically, and thus be more satisfied with the shopping experience and the product per se, and be more brandloyal. the advantages and challenges of omni-channel retailing on a broad, systematic basis from a business perspective. As a result, we identify those aspects of omni-channel retailing, where mobile technologies may contribute either to further improvements or to eliminate drawbacks