Omni channel retailing in Turkey: A content analysis study

It is mentioned in the literature that businesses need to follow and apply new marketing strategies in order to attract the attention of customers and keep this interest constant. In this direction, retailers are turning to omni channel marketing, which is the newest marketing strategy. The reason for this is that today's customers want to communicate with the company through all channels and points of interaction. The omni channel marketing strategy allows companies to offer a consistent and high quality service experience to their customers by integrating all their channels. Retailers have just started to apply this strategy since the omni channel marketing is a new marketing strategy. Therefore, studies in the literature are mostly descriptive and aim to introduce the omni channel concept. On the other hand, studies conducted especially in Turkey are mostly related to customer perception dimension. In addition, the studies on retailers were conducted with limited sample or were specific to a certain sector. In this context, data were collected by content analysis method in order to reveal the omni channel applications of Turkey's 100 largest retailers and to determine the prevalence of these applications according to the sectors. Descriptive statistical techniques were used as the analysis method. According to the results of the analysis, it was seen that half of Turkey's largest retailers are started to apply the omni channel marketing strategy and is mostly applied in the food, textile, ready-to-wear, leather and furniture sector. It has been observed that the most common omni channel application is click and collect. In this context, the relevant study has revealed the status of omni channel marketing applications of Turkey's largest retailers and has drawn a general structure.