Meeting the multichannel consumer needs
The concept of omnichannel has its origin in the birth of the digital consumer, at the end of the 90s. Since then, the evolution of the buying habits and the companies answers have changed, been transformed and reciprocally contaminated, prompted by the technological and digital revolution that in many ways is changing our societies. In this paper, we analyse the key factors that contributed to the model of consumer we know today and, thanks to the contribution of leader companies in different fields, we build some models that can be a useful analysis instrument also for other realities.