A Study on Omni Channel Strategy of Distributors in Korea

Purpose - Consumers are allowed to get access to online easily and immediately owing to development of information technology and expansion of smart phone and to do shopping by mobile devices without limitation on time and place. Consumers can communicate with enterprises bidirectionally. Offline shops constructed online sites to develop mobile applications and to increase contact with consumers. Research design, data, and methodology - This study examined value and patterns of new concept distribution strategy to discuss omni channel. The study investigated omni channel by exploratory analysis to find out limitation by case study and to give direction of future omni channel strategy and to apply to changes of the distribution to industries. The study investigated changes of distribution channel, background of the omni channel and expansion of omni channel in accordance with changes of time and consumption patterns. The study investigated omni channel operation strategy of distribution business by case study. Results - The study gave direction of omni channel strategy to overcome problems. First, integrated online mall should make use of advantages of offline shop based on O2O business model rather than selling of all kinds of commodities. Connect online with offline to invite customers to offline shop and to build up push alarm and promotion coupon and point and to do pick up service and to find out connection of both online and offline. Second, inform marketing target of identity of each shop by not integrated online mall of each seller but brand and target. Conclusion - This study defined appearance and expansion of omni channel and researched omni channel strategy of distributors. This study shall be initial research of direction of omni channel to be basic material of further researches. This study had limitation of exploratory research.