Omnichannel sales theory in the context of digital transformation
Published: August 4, 2026
doi:10.62831/nckh.2026.384.v1
Abstract
This study examines the theoretical foundations of the omnichannel model in the context of digital transformation, emphasizing the transition from fragmented multichannel operations to a seamless and integrated customer experience. The study identifies key components of omnichannel implementation, including service configuration, content consistency, process integration, and information security. It further highlights the need for businesses to restructure their workforce into customer-oriented “brand ambassadors” and invest in integrated information systems to ensure data synchronization across touchpoints. The model also analyzes the non-linear customer journey through the lens of the 5A framework, with the aim of optimizing customer interactions at each stage. In addition, the application of artificial intelligence and big data is examined as a critical factor in personalizing customer experiences and enhancing customer lifetime value. Based on these findings, the article outlines potential directions for future research on omnichannel transformation.
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