Information Search and Presentation of Products in the Omnichannel Retail Environment: Strategies for Purely Online, Purely Physical and Multichannel Retailers

Abstract

Facing the emergent omnichannel retailing, the present study used the theories of processing and the economy of information, which highlighted the relevance of providing information to consumers and a good product’s display. In the sense of: 1) for multichannel retailers, it is recommended to provide an integrated and interactive experience, with price convergence and use of technologies, such as QR codes; 2) for purely brick and mortar retailers, provide information about their location, products, and online inventory. as well be aware of the product’s presentation and word-of-mouth marketing, a physical showroom should also be available; and 3) for online retailers only, virtual showroom is highly recommended, and, if possible, a physical showroom also. Feedback must be encouraged and easily accessible. The layout of the products on their website should also be a top priority.