OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY

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Pazarlama ve Araştırmaları Dergisi
Volume:17 Issue:2
OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY

OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY

Authors : Büşra Oktay Bayhan, Raife Meltem Yetkin Özbük

Pages : 341-368

View : 39 | Download : 37

Publication Date : 2024-05-30

Article Type : Other Papers

Abstract :This study aims to reveal the omnichannel applications of Turkey\'s largest 100 retailers and to determine the prevalence of these applications by sectors. Descriptive statistical techniques were used as the analysis method. According to the results of the analysis almost half of Turkey\'s largest retailers have started to implement omnichannel strategy. The most prevalent omnichannel application is click and collect. In this context, the related study revealed the status of omnichannel marketing practices of Turkey\'s largest retailers and has drawn a general structure.
Keywords : Omni kanal, Tıkla ve Topla, İçerik Analizi, Perakendecilik, Dijital Pazarlama

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