OMNICHANALITY AS AN ACTUAL CONCEPT OF DOING BUSINESS

Abstract

Russia's military aggression against Ukraine has led to significant changes in consumer behavior, re-duced physical access to stores, and transformation of logistics and communication chains. In these conditions, omni-channel approaches are becoming not just a tool for increasing competitiveness, but also a vital necessity for business survival. The article examines omnichanality as a modern concept of business process organization aimed at ensuring a seamless and consistent customer experience across various communication channels. Particular attention is given to the advantages of the omnichannel approach, including increased customer loyalty, optimization of marketing strate-gies, improved sales efficiency, and enhanced personalized service. The article provides a detailed analysis of the main components of an omnichannel strategy: the integration of digital and traditional channels, the use of Big Data for analyzing consumer behavior, the automation of business processes and the application of artificial intelligence for predicting customer needs. The author emphasizes the importance of maintaining a unified information environment across all interaction channels, which prevents communication gaps and ensures a seamless customer journey. The challenges of implementing omnichannel strategies are also discussed, including the need for significant investments in technology, the reorganization of internal company processes as well as staff upskilling. The research findings demon-strate that the successful adoption of the omnichannel approach enhances business competitiveness, strengthens brand positioning and fosters long-term customer relationships. It was concluded that omnichannel solutions allow businesses to maintain a high level of customer service, even in difficult circumstances. Customers can obtain information, place orders, and receive support through channels convenient for them. The article will be useful for managers, marketers, and other professionals interested in advancing business operations in the context of digital transformation.