OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY

Yıl 2024, Cilt: 17 Sayı: 2, 341 - 368, 30.05.2024

Büşra Oktay Bayhan , Raife Meltem Yetkin Özbük

Öz

This study aims to reveal the omnichannel applications of Turkey's largest 100 retailers and to determine the prevalence of these applications by sectors. Descriptive statistical techniques were used as the analysis method. According to the results of the analysis almost half of Turkey's largest retailers have started to implement omnichannel strategy. The most prevalent omnichannel application is click and collect. In this context, the related study revealed the status of omnichannel marketing practices of Turkey's largest retailers and has drawn a general structure.

Anahtar Kelimeler

Omnichannel, Click and Collect, Content Analysis, Retailing, Digital Marketing

Türkiye'de Omnikanal Perakendecilik: Bir İçerik Analizi Çalışması

Öz

Bu çalışma, Türkiye'nin en büyük 100 perakendecisinin omni kanal uygulamalarını ortaya çıkarmayı ve bu uygulamaların sektörlere göre yaygınlığını belirlemeyi amaçlamaktadır. Analiz yöntemi olarak tanımlayıcı istatistiksel teknikler kullanıldı. Analiz sonuçlarına göre Türkiye'nin en büyük perakendecilerinin neredeyse yarısı omni kanal stratejisini uygulamaya başladı. En yaygın çok kanallı uygulama tıkla ve topla uygulamasıdır. Bu bağlamda ilgili çalışma Türkiye'nin en büyük perakendecilerinin omnichannel pazarlama uygulamalarının durumunu ortaya koymuş ve genel bir yapı çizmiştir.

Anahtar Kelimeler

Omni kanal, Tıkla ve Topla, İçerik Analizi, Perakendecilik, Dijital Pazarlama

Kaynakça

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