Perakendeci Bakış Açısı ile Omnichannel Yaklaşımı ve Tüketici: Bir Mobil Cihazlar Firması Örneği

The present study aims to explore the perspectives and adaptation levels of mobile device retailers towards omnichannel and to determine the benefits offered by the approach for the customers. The study adopts a explorative method, using qualitative research methods and semi-structured interview technique. This method has been used to unravel the benefits for the customer in mobile device market in a explorative approach. In this respect, we aimed to interview representatives with a certain degree of awareness about omnichannel and mobile devices from a smart phone manufacturer based in Turkey using purposive sampling method. As a result, interviews have been made with 4 people from the department of Smart Phone, Mobile and IOT Devices Marketing and Product Manager, E-Commerce Specialist and Retail Marketing and Customer Experience Development. The fact that the interviews have been made with people selected by purposive sampling method, included only one firm and thus has excluded a significant portion of the sampling, are the limitations of the study. Results reveal that the primary benefit of mobile devices is increasing the interaction between the customers of all other markets in terms of omnichannel integration. Furthermore, various factors such as customer-oriented behavior of firms, time, space and decreasing risk offer benefits for the customers. On the other hand, the fact that omnichannel infrastructure is not still well established causes a problem: the customers cannot be perceived as a single customer in each channel. It has been observed that omnichannel infrastructure has to be improved to maximize the benefits for the customers and firms, which will in turn, provide a win-win situation. Jel Codes: L81, M31, M10 Keywords: Omnichannel, retail, mobile devices, e-commerce, consumer