The development of the technology, achieved in recent years, has strongly influenced the way brands conduct their retail activities.
Customers currently have the ability to make their purchases through different channels.
The first sales strategy, stimulated by the advent of the internet, is multi-channeling. It offers the customer the opportunity to relate to the brand through a multiplicity of contact points or touchpoints (physical and virtual), at the same time [Stone et al., 2002].
However, the lack of information integration through touchpoints is the limit of multichannel.
With omnichannel, we have tried to overcome this problem.