УДК 339.3:658.8

DOI: https://doi.org/10.36887/2415-8453-2025-1-14

Grynevych Liudmyla,
Doct. of Sc. in Economics, Professor,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-4757-5106
Smotrova Darya,
Graduate student,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0001-6939-8270
Shayban Vitalii,
Graduate of the Third Level of Specialty D5 "Marketing",
Khmelnitsky Cooperative Trade and Economic Institute,
https://orcid.org/0009-0007-0434-3907

JEL classification: M31

This article presents a detailed methodology for categorizing the key factors influencing the organizational support of omnichannel marketing. The proposed approach classifies these factors into four primary groups: economic benefits, cost-efficiency, operational effectiveness, and customer satisfaction. The urgency of this research stems from the growing role of digital transformation and the evolving needs of consumers who expect smooth and personalized interactions with businesses across online and offline channels. By addressing existing gaps in resource allocation and strategy development, the study highlights the shortcomings of traditional approaches to omnichannel integration. The newly developed classification model reflects the unique characteristics of the Ukrainian retail sector, where market dynamics and shifting consumer demands require tailored marketing strategies. By aligning business goals with operational processes, enterprises can more efficiently distribute resources, optimize service delivery, and improve customer experiences. This classification system also enables decision-makers to identify and address performance bottlenecks with targeted interventions. Moreover, practical recommendations are provided for managing marketing activities, coordinating cross-channel interactions, and optimizing campaign effectiveness. The study emphasizes that adapting the proposed methodology to various industries is crucial for its successful application beyond retail businesses. As a flexible tool, the classification framework is applicable to enterprises of varying scales and complexities. The practical relevance of this research lies in helping businesses enhance competitiveness through resource optimization and improved customer loyalty programs. Future research directions include empirical testing of the model across different sectors and evaluating its impact on long-term profitability and customer retention metrics.

Keywords: omnichannel marketing, factor classification, economic benefit, cost-efficiency, customer satisfaction.

Rеferences

1. Bokyi, A. V. (2024). Biznes-tekhnolohiia omnikanalnoho marketynhu v upravlinni pidpryiemstvom [Business technology of omnichannel marketing in enterprise management]. Ekonomika i orhanizatsiia upravlinnia, no. 1(53), pp. 130–140. DOI: https://doi.org/10.31558/2307-2318.2024.1.14.
2. Korotun, O. P., Zbyryt, S. Ye., & Martyniuk, A. Yu. (2024). Omnikanalnyi marketynh: stvorennia tsilisnoi vzaiemodii mizh brendom ta spozhyvachem [Omnichannel marketing: Creating a seamless interaction between brand and consumer]. Ekonomika ta suspilstvo, No. 63, Pp. 136–142. DOI: https://doi.org/10.32782/2524-0072/2024-63-20.
3. Boiko, N. (2024). Zastosuvannia tekhnolohii Beacon v omnikanalnomu marketynhu: yevropeiskyi dosvid, perspektyvy dlia Ukrainy [Application of Beacon technology in omnichannel marketing: European experience and prospects for Ukraine]. Visnyk Khmelnytskoho natsionalnoho universytetu. Seriia: Ekonomichni nauky, Vol. 334, no. 5, pp. 351–356. DOI: https://doi.org/10.31891/2307-5740-2024-334-52.
4. Heseleva, N. V., & Bondar, S. V. (2017). Omnikanalnyi marketynh [Omnichannel marketing]. In Vseukrainska naukova konferentsiia molodykh uchenykh ta studentiv «Aktualni problemy ta perspektyvy rozvytku marketynhovoho upravlinnia» (P. 151). Kyiv: KNUTD. Available at: https://er.knutd.edu.ua/handle/123456789/10349?mode=simple.
5. Ladiuk, Ye. (2024). Omnikanalnyi marketynh: stvorennia bezshovnoho kliientskoho dosvidu mizh onlain ta oflain kanalamy prodazhiv [Omnichannel marketing: Creating a seamless customer experience between online and offline sales channels]. Neiromarketynh, shtuchnyi intelekt ta tsyfrovyi marketynh, no. 2, pp. 162–163. Available at: https://conference.wunu.edu.ua/index.php/naidm/article/view/211.
6. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, Vol. 91, no. 2, pp. 174–181. Available at: https://pure.rug.nl/ws/portalfiles/portal/691551580/1_s2.0_S0022435915000214_main.pdf.
7. Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, Vol. 54, no. 4, pp. 23–29. Available at: https://sloanreview.mit.edu/article/competing-in-the-age-of-omnichannel-retailing/?utm_source=chatgpt.com.
8. Rigby, D. (2011). The future of shopping. Harvard Business Review, Vol. 89, no. 12, pp. 65–76. Available at: https://hbsp.harvard.edu/product/R1112C-PDF-ENG?utm_source=chatgpt.com.

The article was received 25.12.2024