- Pazarlama ve Araştırmaları Dergisi
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- 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 : 29 | Download : 28
Publication Date : 2024-05-30
Article Type : Other
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