Advances in Economics and Business Vol. 7(2), pp. 65 - 68
DOI: 10.13189/aeb.2019.070201
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Analyzation and Optimization of the Omni-Channel Strategy of the Fashion Label 'Marc O'Polo'


Alexander Kluth 1, Yung-Shen Yen 2,*
1 Department of Business Administration, University of Regensburg, Germany
2 Department of Computer Science and Information Management, Providence University, Taiwan

ABSTRACT

This study aims to identify the potential factors for improvement and to generate optimization measures for the Omni-channel strategy. We used the fashion label 'Marc O'Polo', a premium brand in the world, as a study case. This study found that the Omni-channel strategy of Marc O'Polo is compared with the competition with other fashion retailers well-developed, but there are some approaches which miss its target. Thus, we may suggest three points of the Omni-channel strategy for Marc O'Polo, which include that, firstly, triggered or location-based communication by using mobile apps as information and communication tools; Secondly, consistent and centralized social media presentation; Thirdly, personalized online marketing based on customer-generated data.

KEYWORDS
Omni-Channel, Optimization, Marc O'Polo, Social Media, Location-based Communication

Cite this paper
Alexander Kluth , Yung-Shen Yen . "Analyzation and Optimization of the Omni-Channel Strategy of the Fashion Label 'Marc O'Polo'." Advances in Economics and Business 7.2 (2019) 65 - 68. doi: 10.13189/aeb.2019.070201.