OMNICHANNEL APPROACH TO BUSINESS PROCESS MANAGEMENT IN TRADE ENTERPRISES: CONCEPTUAL CLARITY AND IMPLEMENTATION PRACTICE

Abstract

This article examines omnichannel management as an emerging paradigm for organizing business processes at trade enterprises operating under conditions of digital transformation. The author distinguishes omnichannel management from related concepts such as single-channel, multichannel and cross-channel retailing, showing that the defining feature of omnichannel management is complete, seamless integration of every customer touchpoint into one customer-centered system rather than the coexistence of parallel or partially linked sales channels. The paper outlines the architecture of omnichannel business processes through four interconnected components: customer data management and analytics, real-time inventory and logistics management, customer experience management, and integrated marketing communications. Based on recent empirical studies, the author quantifies the strategic benefits that omnichannel management delivers to trade enterprises, including higher customer retention, increased spending frequency and volume among omnichannel consumers, faster revenue growth, reduced service costs, and higher store traffic and conversion rates compared with single-channel operations. The study also identifies key organizational and technological barriers to implementation, namely fragmented IT infrastructure, siloed organizational culture, inconsistent customer data, cybersecurity and privacy requirements, and shortages of qualified personnel. Drawing on this analysis, the author proposes an original three-tier conceptual model of omnichannel business process management comprising customer-facing channels, an integration middleware layer, and back-end systems and analytics, all organized around a single principle of customer centricity. The article further offers a four-stage roadmap for gradual omnichannel transformation, covering diagnostics, foundation building, integration and pilot implementation, and scaling with artificial intelligence tools. The findings are intended to support Ukrainian trade enterprises strengthening competitiveness and aligning with European market practices amid post-war economic recovery, and the author suggests directions for further research into sector-specific omnichannel maturity assessment.