Omnichannel marketing and consumer loyalty under restricted access to digital platforms

The purpose of the study: to identify approaches to omnichannel marketing and determine the impact of limited access to digital platforms on consumer loyalty. Research methodology: scientific analysis and systematization of domestic and foreign works on omnichannel, consumer loyalty, study of open statistical data on the transformation of the Russian advertising market and e-commerce in 2019-2024. Research results: characteristics of the formation of omnichannel were revealed, the transformation of the infrastructure of digital marketing and its channels was justified, and the mechanism of loss of loyalty during the transition between channels was revealed. A typology of approaches to omnichannel marketing is proposed. Originality and significance of results: in the context of the development of the Russian digital market, omnichannel is considered in a single complex with the results of the formation of consumer loyalty, and the proposed typology allows companies to use approaches to developing their own marketing strategies in the face of restrictions on access to platforms.