The Influence Of Omni-Channel Retailing On Indonesian Smes Online And Offline Business Operations

Omni-channel retailing is the newest business model and it is fast getting its grasp in both national and international front. Omni-channel retail is commonly described as. an entrepreneurial model that allows better customer experience from the online to offline (020) channels and where different enterprise channels are integrated. Small and Medium Sized Enterprises.(SMEs) in developing nations have started picking up the modern business model to ensure a competitive advantage and Indonesia has not been left behind. The paper seeks to introduce the transition of the business from traditional perceptive to modern perceptive with a keen focus on the multi-channel to omni-channel retail in SMEs. The paper employs a research model to present the trends and challenges of omni-channel retailing in SMEs, which sets ups a discussion platform for the success of SMEs in omni-channel retail in Indonesia. From previous researches carried out through qualitative methods, the article reveals the digital transformation of consumers' needs and expectations which challenges the Indonesian traditional brick-and-mortar business models and will indubitably force SMEs to improve their digital O2O capabilities.