Omnichannel Strategy an Innovation of Marketing in New Normal Era

DOI

10.2991/assehr.k.210125.061How to use a DOI?

Keywords

Marketing Strategy, New Normal, Omnichannel

Abstract

This paper examines an innovative marketing strategy carried out by marketplaces in Indonesia in the new normal era, namely omnichannel. This strategy is interesting to write about because it is still something new in Indonesia, even though some developed countries have already implemented this strategy. The author took a sample from one of the local marketplaces that first tried to apply this strategy in the retail industry, namely Blibli. com, written descriptively which tries to describe and describe the problem in a narrative way by using references from books, journals, articles both manual and digital relating to the study material raised. From the results of this study, it is known that this omnichannel strategy is very suitable for use in the current new normal condition because it can reduce consumer mobility to shop directly, the drawback is that this strategy requires enormous costs, it requires experts in web programming, technology, software, and needs. very strong data security system. So that only large-scale business industries are able to implement this marketing strategy such as blibi.com. For small-scale businesses, of course this is too heavy a burden to bear, especially in the midst of the Covid-19 attack that has made business people have to endure difficult conditions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Maisyura
AU  - Nanda Ameliany
PY  - 2021
DA  - 2021/01/26
TI  - Omnichannel Strategy an Innovation of Marketing in New Normal Era
BT  - Proceedings of the International Conference on Social Science, Political Science, and Humanities (ICoSPOLHUM 2020)
PB  - Atlantis Press
SP  - 364
EP  - 367
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210125.061
DO  - 10.2991/assehr.k.210125.061
ID  - 2021
ER  -