مجلة اقتصاد المال و الأعمال
Volume 10, Numéro 2, Pages 123-134
2026-06-30
Innovative Application Of The Omnichannel Strategy Through Digital App Marketing :a Case Study Of Inditex
Authors : Barbara Dalila .
Abstract
The rapid advances in mobile communication technologies and digital marketing have generated new approaches to managing sales and distribution activities, giving rise to innovative business models based on the integration of traditional and digital channels. Within this context, the present study aims to analyze the experience of Inditex in adopting the Omni-Channel strategy through its Integrated Online Platform (IOP), which represents one of the leading examples of digital marketing innovation . The study adopts a descriptive-analytical approach using the case study method. Data were collected through the analysis of the company’s annual reports, official documents, and relevant academic literature. The findings indicate that Inditex’s investments in technological infrastructure and digital applications enabled the company to achieve effective integration between its physical and digital channels. This integration contributed to enhancing customer experience, strengthening interaction across multiple touchpoints, fostering channel synergy, and supporting the growth of online sales. The study concludes that the Omni-Channel strategy constitutes one of the most significant approaches to marketing innovation in the digital business environment, as it provides firms with opportunities to strengthen their competitive advantage and improve marketing performance. Furthermore, the Inditex experience confirms its position as a global benchmark in leveraging digital transformation to modernize distribution systems and create superior customer value.
Keywords
Innovative Strategy ; Distribution Strategies; Digital Applications; Omni-Channel ; Digital Marketing .
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