Omnichannel Strategy as an Adaptation of Physical and Digital E-Commerce Marketing in the Retail Company CV. Sailan Industries

Abstract

Digital transformation in the business world has led to a significant shift in consumer behavior, with customers increasingly preferring to shop through e-commerce platforms. This phenomenon requires retail companies to adapt to digital technology developments and transform their interactions with customers by utilizing multiple communication channels. Omnichannel marketing communication strategies are applied by retailers to strengthen the coordination and effectiveness of both physical and digital marketing. This study aims to examine the omnichannel strategy implemented by the retail company CV. Sailan Industries and the challenges faced in applying this strategy to compete in the e-commerce market. The research employed a qualitative descriptive method, with data collected through purposive interviews with selected informants, observations, and document studies. The findings reveal that CV. Sailan Industries adopts an omnichannel marketing communication strategy by combining offline and online channels, including physical stores, social media, and influencer marketing as the core elements of its approach. The company also leverages digital marketing channels to reach a broader audience. However, the challenges identified in implementing the omnichannel strategy include channel integration, price competition, customer trust in online shopping, and technological infrastructure.