title: Impact of omnichannel communications on shaping the customer experience
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: ÐÐ»Ð¸ÑÐ½Ð¸Ðµ Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð½Ð° ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ»Ð¸ÐµÐ½ÑÑÐºÐ¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ°
Creators: name: Ð§ÐµÑÐµÐ¿Ð°ÑÐºÐ¸Ð½Ð°, ÐÐ»Ð¸Ð·Ð°Ð²ÐµÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: omnichannel
customer experience
customer interaction
communication channels
retail
implementation project

description: The purpose of the study is to develop a project of implementation of the system of interaction with customers on the principle of omnichannel at the researched enterprise. The research was based on publicly available data from Lichi. Subject of the study: communication tools used to form customer experience when working with the brand audience. Object of the study: communication activities of the Lichi brand. Research methods: the study used theoretical analysis, structural-functional analysis, comparative-comparative analysis, communication analysis, SWOT-analysis, statistical analysis and observation. The relevance of the chosen research topic is determined by the context of modern market requirements and represents an important aspect for companies seeking to retain and attract customers in a highly competitive environment. On the basis of the conducted research the project on implementation of the system of omnichannel interaction with customers was developed, which can find practical application. The tasks of the masters thesis are solved, the goal is achieved, the scope of application of the obtained results is defined. The obtained results have signs of scientific novelty. The directions are defined directions of further research.
description: Ð¦ÐµÐ»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¿ÑÐ¾ÐµÐºÑ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¿Ð¾ Ð¿ÑÐ¸Ð½ÑÐ¸Ð¿Ñ Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½Ð¾ÑÑÐ¸ Ð½Ð° Ð¸ÑÑÐ»ÐµÐ´ÑÐµÐ¼Ð¾Ð¼ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÐ¾Ð²Ð¾Ð´Ð¸Ð»Ð¾ÑÑ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¾Ð±ÑÐµÐ´Ð¾ÑÑÑÐ¿Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Lichi. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÐµ Ð´Ð»Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÑÐºÐ¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ð¿ÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹ Ð±ÑÐµÐ½Ð´Ð°. ÐÐ±ÑÐµÐºÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð° Lichi. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ theoretical analysis, structural-functional analysis, comparative-comparative analysis, communication analysis, SWOT-analysis, statistical analysis and observation. ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ Ð²ÑÐ±ÑÐ°Ð½Ð½Ð¾Ð¹ ÑÐµÐ¼Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÑÐµÑÑÑ ÐºÐ¾Ð½ÑÐµÐºÑÑÐ¾Ð¼ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÑÐµÐ±Ð¾Ð²Ð°Ð½Ð¸Ð¹ ÑÑÐ½ÐºÐ° Ð¸ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÑÐµÑ ÑÐ¾Ð±Ð¾Ð¹ Ð²Ð°Ð¶Ð½ÑÐ¹ Ð°ÑÐ¿ÐµÐºÑ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÑÑÑÐµÐ¼ÑÑÐ¸ÑÑÑ ÑÐ´ÐµÑÐ¶Ð°ÑÑ Ð¸ Ð¿ÑÐ¸Ð²Ð»ÐµÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¶ÐµÑÑÐºÐ¾Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ Ð¿Ð¾ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸, ÐºÐ¾ÑÐ¾ÑÑÐ¹ Ð¼Ð¾Ð¶ÐµÑ Ð½Ð°Ð¹ÑÐ¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ðµ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ. ÐÐ°Ð´Ð°ÑÐ¸ Ð¼Ð°Ð³Ð¸ÑÑÐµÑÑÐºÐ¾Ð¹ Ð´Ð¸ÑÑÐµÑÑÐ°ÑÐ¸Ð¸ ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð°. ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐ¸Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹.