Author(s): Issarin Kulchitaphong, Mariusz Urbanski, Singha Chaveesuk, Wornchanok Chaiyasoonthorn
Omni-channel is a revolution in the retail business in the social media age. The use of big data and digital technologies has transformed business models, customers can purchase products through a variety of channels. Entrepreneurs must develop a business strategy for managing channels of interphase with customers, especially about information systems that connect business networks on Omni-channels. Slow Moving Consumer Goods (CMCG) rely on highly engaged customers’ behavior, learning and lifestyle such as complex consumer decisions under the Omni business network. This study illuminates the keys to sustainability and success in a highly competitive market. It illustrates the sustainable consumption model of SMCG in the Omni-Channels to realize relationships, frameworks to establish new norms, and ascertain the consistency of the model strategy. It also explores the impact of the theoretical and practical implications of SMCG sustainability to entrepreneurs, and to present a guideline for further academic and professional development.