The Requirements of Product Lifecycle Management (PLM) frameworks for integration and synergic collaboration with Omnichannel strategy

Abstract

The Importance of Product Lifecycle Management (PLM) is inevitable in fulfilling the collaboration and integration of different disciplines engaged in product development processes. However, PLM has faced with challenges in the context of Industry 4.0; especially in alignment with the Omnichannel strategy. The integration of the processes related to product promotion and digital marketing is recognized as one of those dominant challenges. There is an essential requirement for improving the interaction of PLM disciplines and Omnichannel processes. This chapter is investigating the challenges and restrictions raised by the Omnichannel strategy for PLM and the capabilities of the Omnichannel strategy to increase the effectiveness of PLM frameworks. Considering the Omnichannel strategy capabilities which are highly active in sales and promotions, the characteristics of bidirectional relation with PLM disciplines have been focused. For creating this bidirectional and synergic relation among Omnichannel strategy and PLM disciplines, the following perspectives are essential. Firstly, the configuration of Omnichannel strategy as an active agent among PLM disciplines. Secondly, the Omnichannel strategy’s capabilities to solve challenges and problems in PLM. Moreover, the consequences of decisions and interactions when integrating Omnichannel strategy in the PLM framework will be worthy to be analyzed.

1. Introduction

Nowadays retail industries are changing sharply. Sales are not only happening in physical stores but also in many new touchpoints. One of the challenges is to coordinate these channels and have the same information among them e.g., price of the product, which refers to one of Omnichannel’s features. More touchpoints mean more data; therefore, the need for data analytics is inevitable. With the help of data analytics tools, data that are generated from the touchpoints like social media can be analyzed and entered into each related PLM (Product Lifecycle Management) disciplines and make a change. The missing loop here is, data from PLM disciplines should also be transferred to the touchpoints because always all alterations cannot be practical and beneficial; therefore, before applying a change in the product lifecycle, the feedback whether positive or negative should as an input come to PLM, and the manufacturer should know the consequences of each small changes in design.

If channels work independently like the multi-channel concept, one of the issues would be creation of fragmented supply chains. Also, it would be difficult to deliver a consistent and reliable consumer experience. Besides, this independence leads to data mismatch, product/order information inconsistency, and poor inventory efficiency are more probable to happen. In the Omnichannel concept, the consumer can switch among channels easily e.g., they can search for a product in one channel and buy it in another channel and receive the product with a home delivery option which is the third channel.

Omnichannel has a vital role in sales by providing a seamless shopping experience for customers. The Omnichannel phase is more agile than before due to increasing the number of sales channels and also increasing the number and variety of new products. Customers are more demanding than before; therefore, to meet customer demands a strategy should be considered to be not only agile but also ahead of competitors. In the B2C phase, the most important factor which leads to profit is customer satisfaction. When a customer is satisfied, it is more plausible that another purchase is realized. Customer satisfaction is an important goal of Omnichannel strategy. For creating a seamless shopping experience different modes of delivery are considered in Omnichannel strategy like STS (ship-to-store), BOPS (buy-online-and-pick-up-in-store), Click & Collect, Click & Return, packet stations, home delivery, etc. Some of the benefits of applying Omnichannel are incremental sales due to new channels and devices, higher average sales to existing customers, a higher proportion of consumers making a purchase, promotional synergies across channels, lower inventory costs, reduced shipping costs due to in-store pick-up, and lower product returns.

The beneficial role of Omnichannel in sales and profit is clear, given that sales are also related to PLM and exist in PLM disciplines, and PLM has a vital role in all aspects and phases of the product, but a connection between Omnichannel and PLM is not considered yet. One of the objectives of this chapter is not only to relate these two concepts but also to consider a role for Omnichannel in PLM disciplines. Omnichannel is going to be embedded in the B2B concept.

For connecting PLM and Omnichannel a mediator is needed. Because Omnichannel is more agile and it grows rapidly day by day due to increasing the number of sales channels, increase the use of the internet, marketing strategies, etc. On the other hand, PLM is slower, and it is not like Omnichannel up to date. The relation between these two areas can happen through a mediator to balance the speed between them and also can transfer data.

2. Literature review

2.1 Evolution and definition of Omnichannel strategy

It started with the creation of “Single channel” which is categorized in two formats: B&M (Brick and Mortar) refers to the traditional physical stores in which demands are fulfilled at retail stores [1]. Direct channel refers to a channel which directly connected to the on-hand inventory from the top-level (It happens through the internet). Due to the direct connection between channel and manufacturer, inventory tracking is easy [2, 3].

Then “Dual-channel” or “Multi-channel” is introduced. It is defined as using more than one channel for sale products e.g., B&M and direct channel. Multi-channel comes with the benefits like products are more available for customers by using more than one channel, more profit in comparison with single-channel [4].

Closed-Loop-Supply-Chain (CLSC) is classified in the Multi-channel category which defines as after product is used by the customer, end-product is returned to the manufacturer for remanufacturing and re-distribution and keep cooperation of customers, they receive compensation [5].

Cross-channel conception and cross-channeling are synonymous terms in media marketing to designate the properties of products or services that are marketed via various media, telecommunications, or institutional channels [6]. Communication and sales take place through different channels that are interconnected. A customer can therefore obtain information across all channels. The networking of the channels is noticeable to the customer- behind it, there is a common database [7]. Even though cross-channel helps in many ways but there is still a problem: the system relies on the customer to act as an integrator of the data; Furthermore, in cross-channel strategy, there is a lack of centralized product knowledge base for the supply chain to synchronize whole channels. To reach this level of matureness, the omnichannel concept has been launched to have a holistic view of all channels for both consumer and supply chain members [8].

The first definition of omnichannel retailing is defined as “an integration of sales experience that melds the benefits of physical stores with the information and rich experience of online shopping” [9]. The term “Omni-retailing” for the first time was used in 2012 [10]. In 2013, the phrase ‘Omni-retailing’ as “a coordinated multichannel offering that provides a seamless experience when using all of the retailer’s shopping channels” which indicates consumers use all channels and run into seamless integration is suggested [11]. In [12], is mentioned that the omnichannel idea emerged from the “click and mortar” context.

The concept of omnichannel is come from the evolution of multichannel, in multichannel, there is a gap between online and offline stores while in omnichannel customers can easily move among online stores, mobile devices, and B&M [13]. Even though multichannel retailing concentrates on the interaction among channels, omnichannel retailing goes to the upper level which is concentrated on the community and access to the mass/social media [14].

Omnichannel refers to the cooperative planning, management, and monitoring of the numerous available sales channels and customer touchpoints to optimize the customer experience and the company’s success across the dissimilar sales channels and process steps. Customers can shift among the various channels (stationary, online, mobile, call center, social media, catalogs) at any time. Channels and brands interact with one another. Customer-contact points are the result of direct or indirect contact with a brand or company (together with retailers). Omnichannel management is sometimes referred to as cross-channel management. However, some see cross-channel as an intermediate phase in the integration of the multiple channels of the multi-channel on the way to becoming an Omnichannel. Although the sales channels are connected in the cross-channel, the procedure steps are not all professionalized. Full multi-channel integration will only be attained in the future due to legal, technological, organizational, and operational challenges [15]. The evolution of Omnichannel has been shown in Figure 1.

Figure 1.

Omnichannel evolution.

2.2 Challenges in Omnichannel strategy

The reasons which cause failure in implementing Omnichannel:

• Channels cannot communicate

• The real-time stock visibility in the e-commerce site cannot be guaranteed

• The staff has no way to know what’s available where (have access to real-time inventory in all touchpoints)

• Cross-channel orders, returns, and exchanges cannot be offered

• Tracking and tracing items [16]

• Automation and centralization level of data management [16]

• Customer Experience in a complex multi-channel environment (provide a seamless shopping experience e.g. fast delivery, data about the availability of products in inventory, etc.) [16]

• Connecting the production and sales with the logistics and delivery services [16]

For implementing a successful Omnichannel strategy, the above-mentioned items should take into consideration. Based on the researches [17], the value of omnichannel could appear to increase customer loyalty, business revenue, and business agility.

2.3 Customer touchpoints

Customer touchpoints have many vital effects, e.g. between producers and customers, customers can get information about product/service and make appraisals at various points and have an interaction with retailers through several various channels across a complicated purchase procedure [18].

Secondly, it is playing an important role in attracting customers and it is a direct and indirect intermediary between customer and brand [19].

Touchpoints are [14, 19, 20, 21]:

• Traditional advertising media

• E-mail

• Catalogs

• Website

• Social media

• Brick and mortar

• Return

• TV

• Customer Service

• Payment

• Feedback

• Search Engines

• Phone calls

• Online reviews

Due to the importance of touchpoints, ways should be introduced to track (including real-time tracking, discrete vs. relational relationships) and have an effect on them. Touchpoints are where brands and customers interact. Therefore; it is one of the places to enhance engagement and profitability [22]. The results of touchpoints are gathered from pre-purchase, purchase, and post-purchase situations [23].

2.4 Integration in channels

As more channels are initiated, more data are gathered in each touchpoint quickly. These data should be collected and be analyzed. This leads to understanding the importance of data integration among channels, ignoring this integration, leads to customer dissatisfaction and enterprise will be faced with an increase in costs [24]; Furthermore, consumers hope for a uniform, consistent, integrated platform which by this, can seamlessly move through channels (physical store, online and mobile) [25], without seeing any contradictions for example in terms of pricing or availability of the product and this uniformity will generate positive experiences. When channels are working independently from each other, it causes fragmented supply chains and it makes lots of effort to transport a consistent and reliable customer experience [26].

For implementing integration in omnichannel a three dimensions framework can be taken into consideration:

1. Integration among channel stages helps to provide a smooth customer purchase experience, with the total awareness of product/service provider about the total journey of customer shopping in earlier stages and also the post-shopping stages. This integration can help the consumer to move through channels forward and backward without any perplexity, losing control of order, facing mismatched data about the product/service [27].

2. Integration among channel types makes synchronization between operations and decisions among various channel types (online, offline), and meanwhile, proper communication should take place among them. This integration makes it possible for the customer to change channel types [28].

3. Integration among channel agents: This integration makes sure that various channel agents send identical data and supply the same product/service to the customer [29].

These points show that the omnichannel system should access information all over the touchpoints and can notice any change in any channel in real-time and inform the whole system e.g. if a customer cancels the order, it should be detected and send command to different sections for example in terms of packaging, logistics, payment, etc. to apply the change and re-schedule the plan instantly.

2.5 Solutions for Omnichannel challenges with the help of industry 4.0

As mentioned before, there are challenges in Omnichannel strategy that can be solved with the help of technological developments like Industry 4.0 [30]. Based on Literature [31], Industry 4.0 is defined as “a collective term for technologies and concepts of value chain organization”. IoT, Cyber-physical systems, the Internet of services, smart factories are defined as the core of Industry 4.0.

IoT helps in different ways to solve challenges in Omnichannel strategy for example in terms of considering IoT-in-store-environment using RFID, NFC, Beacon to track products and in this regard can prevent theft and provide real-time inventory field [30, 32, 33, 34]. IoT by using sensors can detect customers entering the shop (with their mobile devices) and identify them and with the connection to the Omnichannel’s touchpoints can figure out the customer’s shopping history or recently searched items and offer related products in-store to the customers. By detecting entering customers to the shop, the number of cashiers and staffs which can fulfill their needs can be easily determined and it helps by decreasing waiting time, increase customer satisfaction and provide a good experience for customers and finally the chance of re-visiting the store will be increased [35, 36, 37, 38].

2.6 Product lifecycle management

2.6.1 Definition

The concept of PLM was initiated to describe the evolution of the product which is categorized as, promotion, maturity, and decline phases [39]. In the 1980s, by introducing concurrent engineering, gradually the concept of PLM is entered in the manufacturing engineering field and it causes new categories in PLM processes for example market analysis, product design, process development, product manufacturing, production distribution, product use, post-sale service and recycling [40].

Product lifecycle management is one of the concepts whose focus is on managing whole product data (live data) from the first step (ideation) until the last step (disposal) together with support the local data and information integration in the stage of product design and development, for instance: assisting designer to access information generated from CAD, CAM, CAE, etc.

2.6.2 Phases

1. Conceive [specification, concept design]

2. Design [detailed design, validation, and analysis (simulation), tool design]

3. Realize [plan manufacturing, manufacture, build/assemble, test]

4. Service [sell and deliver, use, maintain and support, dispose]

2.6.3 Stages

Product lifecycle consists of three stages [41]:

1. BOL (beginning of life) includes design and manufacturing

2. MOL (middle of life) includes product usage, service, and maintenance

3. EOL (end of life) includes disassembly, remanufacture, recycling, reuse, disposal

2.6.4 Techniques in PLM

These are some techniques used in PLM as shown in Figure 2:

Figure 2.

Product lifecycle management [42].

Concurrent engineering workflow, Industrial design, Bottom-up design, Top-down design, Both-ends-against-the-middle design, Design in context, Modular design, NPD (new product development), DFSS (design for six sigma), Digital simulation engineering, Configuration management.

With the help of the internet and IT, efforts have been made to reduce costs, accelerate product development time and improve quality which are the main factors affecting customer satisfaction and in the same way increase profit, this is the main goal of the omnichannel strategy [43, 44]. PLM is the concept, which covers stages before production and according to omnichannel which has a great focus on post-production stages, the combination of these two concepts can help to develop omnichannel in the first stages of producing a product. The application of Big data in PLM outstandingly falls behind other areas, mainly for electronic commerce. The worse issue is: it becomes usual that manufacturers do not use stored data and they do not know how to use them [45].

2.6.5 New expectations of PLM

1. Shorten product lifecycle: due to the agile market, for being able to fulfill the needs of customers on time, it is important to decrease the time spent especially in the design and manufacturing phase.

2. Production based on modularity: Nowadays, customization and personalization have received enormous attention among customers; therefore, production should consider modular products to be more flexible and provides more responsive design to fulfill needs.

3. Automation and intelligent equipment: There is a competitive atmosphere between retailers to produce low-cost goods but in the same or even better quality and provide short-delivery-time, to satisfy these factors, manufacturing activities should lead to automation.

4. Remote services: Nowadays customers looking forward to receiving higher quality which makes the company, develop data monitoring, tracking, and also management system to be able to be more responsive in the online platform and solve problems, for instance: remote product repair, maintenance and upgrade.

Then as the above-mentioned factors are discussed, the focus of PLM is changing from product gradually to service and also from informatization to intellectualization, in this case applying AI is a very effective [40, 46].

2.6.6 The role of social media and its impact on PLM

The power of social media cannot be neglected in recent years. With the help of social media, it is possible to reach features for example in terms of rating a product, promoting a product/service, asking a question from others about the product, sharing opinions about the product in real-time, sharing videos, and pictures about products (when it is positively, acts as an advertising and it will be caused more sales), show satisfaction/dissatisfaction about product/service.

Employing customers as brand advocates, involving them at different phases of product design, and use of their capabilities to obtain focus groups to try new products/services and share their opinions on social media. Nowadays, social media is used as an extra sales channel and also has a big role in attracting and in some cases repelling customers, that is the reason why social media is important in the marketing [25]. By analyzing the information on social media, it is possible to implement these data in PLM phases, for example: the design phase.

2.6.7 Challenges in PLM

In some PLM solutions failure is noticed, the reason for this is complexity in integration. These concepts are not considered completely in PLM [47]:

1. major enterprises solutions for instance: CRM, ERP, logistic based Supply Chain Management

2. Marketing and sales

3. Distribution

4. HRM (Human resource management)

5. Finance

There is not an efficacious mechanism for knowledge and service exchange and sharing among the stakeholders in the product lifecycle [43].

2.6.8 Risks in implementing PLM

Based on information and communication technology (ICT), different kinds of risks are observed. These risks, in some cases, are related to technology, while in other cases they are related to the data and business processes, and also human-related risks are noticed, knowing them can help to reduce the probability of PLM adoption failure.

Some affected risk factors are listed below, these items should take into account during implementation [48]:

• Cultural changes

• Improper data migration

• Data security

• User acceptance

• Technology-process alignment

• Technology-business alignment

2.6.9 Impacts of industry 4.0 on PLM

PLM is considered as a solution to develop the product and helps to win in a competitive market [49]. Improvement in technologies helps companies to increase their productivity for example Industry 4.0 helps in terms of having a full data integration environment and automated processes related to the product [50, 51]. PLM is now busy with product data and processes, with the advancement of technology PLM should be able to manage and develop smart products and services. One of the important points is the ability to have a communicate in real-time and exchange data. With the help of Industry 4.0., all data through the whole product lifecycle can be collected and stored. As a result, Industry 4.0 developments provide new possibilities to obtain the entire lifecycle incorporation [52].

Maintenance is one of the disciplines in PLM which plays an important role in brand image, customer satisfaction, and profitability. Maintenance is a complicated phase that has a great effect on operating costs, and it is hard to manage. By using Industry 4.0., this phase can be managed easier and remotely (maintenance as a service) by having a real-time data [53].

As a result, Industry 4.0 has many potentials which can be used in PLM to make improvements, decrease costs, decrease production time, decrease waiting time (for customers), increase profitability for example in terms of collecting data in real-time, analyzing data for product design, product monitoring, product maintenance.

3. Perspectives of integrating product lifecycle management and Omnichannel strategy

Omnichannel strategy is a new concept with a sales-oriented attitude by increasing sales channels, with increasing use of the internet and marketing strategies that affect customers mentally and emotionally by analyzing data attracting more attention.

Based on Literature, Omnichannel strategy is working especially on sales, which is one of the disciplines in PLM. From the other sideshow studies, outcomes of data analytics in Omnichannel strategy are usually promoted to be used in PLM, however, the mutual interactions and relations of these concepts together are not observed yet [40, 54, 55, 56, 57].

PLM has a great effect on the product, from the other side Omnichannel strategy has also affected the product, but these two concepts are not completely connected. The reason why there should be a connection between PLM and channels of Omnichannel is the important data that is generated in those channels. Before IoT, there wasn’t so much data to create added value. The data of the channel’s side (Omnichannel’s channel) is related to customers and competitors; therefore, it is valuable. Another reason for this connection is that the Omnichannel strategy can solve problems in PLM disciplines.

For developing a framework for merging Omnichannel strategy and PLM literature, these points should be considered.

To deal with the topic we have started from four steps:

1. The mechanism for embedding Omnichannel strategy in the sales part of PLM

2. Find the category of problems in different disciplines of PLM which can be solved by Omnichannel strategy

3. Create a bi-directional framework between Omnichannel strategy and PLM

4. The way of solving problems in PLM with the help of Omnichannel strategy

3.1 The mechanism for embedding Omnichannel strategy in the sales through PLM

As mentioned before, Omnichannel strategy is working mainly on sales, and on the other hand, there are sales in one of the PLM disciplines; therefore, if Omnichannel strategy as an active agent be placed in the PLM sales department and be engaged from the first stage of producing a product it will come with improvements for example in terms of saving time, in this case in the first place, the way of selling, advertising, the place of selling (online, offline) and target group be considered from the beginning.

3.2 Find the category of problems in different disciplines of PLM which can be solved by Omnichannel strategy

The omnichannel strategy has many potentials which PLM can get the benefit of them to solve complications that happen among disciplines. For example, if a company has a problem selling products in a physical store, an Omnichannel strategy can help in terms of introducing other online channels. Or even it can reach new customers with the help of online services this can help increase sales and as a result, reduce costs for generating new channels [58, 59]. In the first place, the category of problems which Omnichannel strategy can find a solution for them should be prepared.

3.3 Create a bi-directional framework between Omnichannel strategy and PLM

Currently, there is a trend in which with the help of data analytics, data from the Omnichannel side (channels) is transferred to PLM and creates value. Just in the one-directional way. It means that data Analytics with analyzing data from the PLM side does not make a change on the Omnichannel side. If always one-side relations (from Omnichannel to PLM) are analyzed the result will be almost in a positive way but this is not lead to success every time, because the negative effects are neglected which can be realized through bi-directional relation it means that from omnichannel to PLM and also from PLM to Omnichannel side.

3.4 The way of solving problems in PLM with the help of Omnichannel strategy

After finding a category of problems that can be solved by Omnichannel strategy, it is time to figure out for each category of problems, which potentials of Omnichannel strategy can be matched. Instead of solving problems inside PLM disciplines through traditional ways which take more time and cost more for business, Omnichannel can recommend solutions that are more cost and time saving and therefore prevent lost sales and delays which lead to dissatisfaction and negatively affects profitability.

3.5 Sample loops of integrating Omnichannel strategy and PLM

This study aims to increase profit, customer satisfaction, convenience, see the cause and effect of modifications on customers before applying them, make use of Omnichannel whole abilities in PLM disciplines, investigate which problems can be solved by Omnichannel strategy and what is the effect of it, solve PLM’s problems in Omnichannel environment. Some of the elements which are affected by both PLM and Omnichannel are discussed below, and cause and effect loops are explained.

1. Sales: sales are one of the important factors due to having a direct effect on profit which is one of the important factors for enterprises. Omnichannel strategy is sales-oriented, and in PLM, sales are defined in the third stage of it. If sales increase under the condition of good quality, positive reviews from the customers will be increased and then these reviews act as a marketing agent and result in increasing the sales. In case of bad quality, two options can be considered: 1. refer to PLM and increase the quality by purchasing higher quality raw material, the problem here is, it takes time, and this delay causes lost sales then besides the lost sales, the budget is required for purchasing raw materials. 2. The suggestion can be as shown in Figure 3 to use less budget in comparison with the first solution to increase perceptive quality instead of actual quality by using the potential of Omnichannel strategy through generating a positive trend (using an influencer in social media for advertising the product) about the product and create a positive mindset about the product which leads to increase sales but in the same time, the first solution should take into consideration because increasing perceptive quality is a fast solution which works for a short time but it helps to prevent lost sales and buy more time to deal with the quality. For applying this, the Omnichannel strategy should be embedded among PLM disciplines to be able to face problems on time and recommend a solution.

2. Price: the price is the most important decision factor for purchasing a product or using a service. It is set by the PLM side and has a great impact on customers which is related to the Omnichannel side. Price has a range, which is influenced by costs coming from the PLM side like quality, raw material; therefore, it cannot be placed under lower bound in Omnichannel side just for attracting more customers. If the price from Omnichannel side is decided to approach to lower bound, in PLM side some changes should take place like finding cheaper suppliers and cheaper suppliers decrease reputation then it results in decreasing the demand more.

   In this case, the cost of production will be increased (because of lower demand) then the price will be set more than before and it results in decreasing demand again and therefore decreasing profit and the cost will be increased again, it will be a reinforcing loop as shown in Figure 4. For balancing, the cost of production should be decreased for example by selecting a cheaper supplier. For keeping the brand reputation, by using the potential of Omnichannel, through setting the mindset that the selected supplier has still quality (even though for example: if the supplier is recognized as a low-quality brand image).

3. Design: this item should be mostly based on customer needs and should meet the functionality of the product. From the Omnichannel side, data should be collected and after analyzing entered into PLM (especially design phase) phases. The problem of re-designing in PLM is, with considering customer needs modifications on design are applied and then expectations of customers will be increased and more re-designing is needed, and it is a negative reinforcing loop. With the help of Omnichannel expectations of customers can be changed or replaced with companies’ expectations as shown in Figure 5. It can be aligned then with decreasing expectations the former loop will be balanced.

4. Quality: quality is essential because it has a direct effect on customer satisfaction which is one of the most important factors of Omnichannel strategy and it is determined by the PLM part. If the quality is lower than the desired level, more defects are expected, and more maintenance are applied then cost will be increased, and the result will be decreasing the profit. For decreasing maintenance costs, some costs should be reduced. For example, instead of normal workers using refugees with lower income, but for justification by using Omnichannel strategy, a wave-based on “this company is using refugees to engage them more in the society“in this case, if there would a problem in maintenance it can be neglected by the consumer because they know the story behind it. By using the Omnichannel strategy, the cost will be decreased then the profit will be increased, and it will be used to enhance the quality as shown in Figure 6. Without considering the Omnichannel loop, occurring complications from maintenance workers, lead to dissatisfaction, and it affects brand image then results in decreasing sales.

Figure 3.

A sample of the cause-and-effect loop of sales in Omnichannel strategy and PLM.

Figure 4.

A sample of the cause-and-effect loop for Price in PLM and Omnichannel strategy point of view.

Figure 5.

A sample of the cause-and-effect loop of design from PLM and Omnichannel strategy point of view.

Figure 6.

A sample of the cause-and-effect loop of quality in perspective of PLM and Omnichannel strategy.

4. Conclusions

The main reason for the recent attention to customer satisfaction is competitiveness between companies, which leads to more concentration on the performance of processes for product/service’s value which last in customer satisfaction. If customer satisfaction is not fulfilled, it makes lost sales.

One of the ways to reach customer satisfaction is customer experience, which is extremely important because, it starts a long time earlier than the time of shopping and it is a plus point to gain in competitive market [60], therefore; if this journey goes well it leads to purchase and one of customer satisfaction phase will be accomplished.

The omnichannel strategy should be integrated into three different stages: physical, business and application. At the first level, stock-keeping points and flows among channels should be connected and harmonized. At the second level, different channel processes and business models should cooperate. At the third level, information flows and databases should be in contact correctly [61]. With the increasing variety of products and increasing channels, the generation of data getting more than before; therefore, it is important to analyze data and extract vital information (customer’s behavior, feedback, customer’s needs, about competitors, etc.) to use in related phases to make improvement and increase profit. Omnichannel strategy is also playing an important role in marketing and can make a big difference in profit for producers, by implementing Omnichannel strategy in a brand, more customers are attracted to the brand, and it leads to more profit, but this strategy has many potentials which are not used yet, some aspects of it are discussed in this chapter. For instance, if there is an issue in the production part instead of changing whole disciplines (e.g., in the design phase, manufacturing, etc.), the problem can be solved through Omnichannel channels, by changing the idea of customers by inducing the band’s idea with smart advertisement.