The omnichannel phenomenon obviously has many advantages, but it must also be seen that companies must be prepared for it, they must be able to operate different systems and interfaces, and they must be able to manage them uniformly.
In the last decade, it can be clearly observed that more and more technological solutions have appeared in people’s environment, which tried to make their purchases easier. Parallel to this – or even as a precursor to this – it can be seen that consumers’ lives and pace of life have also changed, since we live in ever-accelerating everyday life, in which the role of our purchases has also changed. In this changing environment, not only the changes in technology and the customer environment have a strong impact, but it is also felt that companies on the supply side (manufacturers and retailers) are also trying to adapt. They mostly do this by developing new business models and operating based on them, or by trying out and introducing new things in the field of customer service. The topic of omnichannel is organically connected to these changes, as this represents something new in relation to customer service. The definition of omnichannel is not uniform, various actors (researchers, institutes, companies) have already tried to formulate its essence in many ways – this can be seen from the collection of the CoRe lab operating at the Faculty of Economics of the University of Pécs . Basically, three different approaches can be distinguished: – according to the first, omnichannel means that sales and communication between the company and the customer take place through a single unified channel, – the other interpretation takes the “scope” of omnichannel more narrowly than this, since it says that the company does not need to be everywhere, but that it must be there where the members of its target group are present and available – in the third interpretation, it means that the company can use several channels during sales to deliver its product or service to the consumer.