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What is Hybrid Environments

Chapter 9
Handbook of Research on Emerging Business Models and the New World Economic Order
It refers to an atmosphere where the consumer may have both physical and technological experiences. These technologies may be based on social media, collaborative tools, compilations, or video sharing.
Published in Chapter:
Omnichannel and Experience Approach as a Post-COVID-19 Economic Reactivation Mechanism
Danny Christian Barbery-Montoya (Universidad Espíritu Santo, Ecuador), Dennisse A. Coronel-Arellano (Universitat de València, Spain), and Ariana Soria-Loor (Universidad Santa María, Ecuador)
Copyright: © 2022 |Pages: 14
DOI: 10.4018/978-1-7998-7689-2.ch009
Abstract
The aim of this chapter is to show how omnichannel tools must be applied through the process of creating experiences for the consumers. During the literature review, some authors make approaches to the key concepts connecting omnichannels and consumer experiences; therefore, they explain through the analysis of data the reality of the Ecuadorian environment and global trends. With this context, this chapter will present how, by using macro environment and accessibility, a unique experience may be created in the customer journey in omnichannel.
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