Chapter 5: Integrated Stakeholders' Communication Management in B2C Context

Currently, to manage integrated stakeholders' communication across channels, many companies are abandoning the multichannel approach for an omnichannel integration. In this chapter we explore the triggers of this evolution, how it is supported by IMC, its main challenges and possible future evolution. We do that by conducting a case study in the context of the luxury fashion industry. Specifically, we illustrate how Etro has undergone an omnichannel conversion process, to the aim of critically reflecting on the challenges involved in this process. With the support of our case study, we finally suggest an optichannel approach as the way forward to integrate communication, interactions and relations with stakeholders in B2C context.