Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation

This thesis aims to evaluate the level of implementation and awareness of omnichannel strategy and marketing automation among Czech SMEs. To address the research question, this study adopts a three-phased research design that consists of interviews with the industry experts, qualitative industry benchmarking, and a case study. Based on performed qualitative analysis and derived omnichannel scoring, this thesis concludes that Czech SME retailers can implement omnichannel strategy and leverage marketing automation tools for their customer journey optimization and defines limitations to achieving a fully integrated omnichannel experience. Lastly, the study suggests that Czech SMEs leverage mobile technologies and unify the customer experience across physical and digital marketing channels.