Omni-channel: the future of olive oil marketing in Spain Online publication date: Wed, 18-Mar-2020
by Hui Han
International Journal of Business Innovation and Research (IJBIR), Vol. 21, No. 3, 2020
Abstract: Spain is not only the world's leading olive-producer, but also the global largest export country of olive oil with a total $163 million in 2016. The global growth in olive oil consumption affords an opportunity for Spanish olive oil industry. Omni-channel seamlessly integrates all channels to maximise consumer's service, which can be a key driver for the establishment of new olive oil distribution pattern. Thus, we propose one omni-channel model for olive oil companies to explore the global olive oil market. The proposal omni-channel model is based on Spanish olive oil companies, which account for more than 95% local market share. It also analyses the current retailing channels of olive oil in Spain, and particularly emerging experience social media, mass communication, showroom, vending machines, crowd shipping, C&C, and backward processes. Olive oil firms can set up and improve their own distribution system based on the omni-channel model proposed in this paper.
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