Business Administration, Management, and Operations Commons^™

Omni-Channel Retail And The New Age Consumer: An Empirical Analysis Of Direct-To-Consumer Channel Interaction In The Retail Industry, Alec J. Dorman

CMC Senior Theses

It is indisputable that the internet has become a necessary component of contemporary multi-channel retail, as more consumers are choosing to purchase goods online each year. As online spending continues to grow, many have called into question the future of brick-and-mortar retail. This thesis seeks to empirically prove that brick-and-mortar retail remains not only relevant, but indispensable in direct-to-consumer business models. The basis of this conjecture is the idea of channel synergism, in which online and brick-and-mortar operations are complementary. This theory is predicated on the emergence of the omni-channel retail, which is characterized by the integration of the various …