Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource How to win back the disgruntled consumer? The omni-channel way Subject The topic of the resource Brand advocacy; Brand disloyalty; Brand loyalty; Omni- channel marketing Description An account of the resource In a conventional wisdom, it was believed that in traditional consumer journey, consumer will engage in an extended consideration and evaluation before entering into the loyalty loop. But with the emergence of online and offline advocacy the modern consumers may skip various traditional phases and may directly enter into loyalty loop. Being well informed and empowered modern-day consumer would wait hardly few seconds before he shifts loyalty to the rival brands. Hence, the retailers and marketers need to deal with well informed and empowered consumers who are disloyal to the core. Therefore, this paper proposes the adoption of Omni-channel marketing as a strategy to deal with disloyal customers. This study is both analytical and theoretical in nature and is based on the secondary data as well as extensive review of literature on the subject. The findings of the study recommend that the adoption of Omni-channel marketing will reduce the loyalty depressing factors and increases the loyalty supporting factors amongst the consumers by creating seamless experience throughout their consumer journey. Therefore, this paper proposes the adoption of Omni channel marketing to retailers, brands and marketers to deal with well informed, empowered and disloyal consumers and to convert them into loyal consumers. 2018, Academy of Business and Retail Management Research. Creator An entity primarily responsible for making the resource Shetty A.S.; Jeevananda S.; Kalghatgi J.R. Source A related resource from which the described resource is derived Journal of Business and Retail Management Research, Vol-12, No. 4, pp. 200-207. Publisher An entity responsible for making the resource available Academy of Business and Retail Management Research Date A point or period of time associated with an event in the lifecycle of the resource 2018-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.24052/jbrmr/v12is04/art-20" target="_blank" rel="noreferrer noopener">https://doi.org/10.24052/jbrmr/v12is04/art-20</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85049413717&amp;doi=10.24052%2Fjbrmr%2Fv12is04%2Fart-20&amp;partnerID=40&amp;md5=8ceefb288e559110691e5a50ec73bc8e" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85049413717&amp;doi=10.24052%2fjbrmr%2fv12is04%2fart-20&amp;partnerID=40&amp;md5=8ceefb288e559110691e5a50ec73bc8e</a> Rights Information about rights held in and over the resource All Open Access; Bronze Open Access Relation A related resource ISSN: 17518202 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Shetty A.S., Institute of Management, Christ University, Bangalore, India; Jeevananda S., Institute of Management, Christ University, Bangalore, India; Kalghatgi J.R., Institute of Management, Christ University, Bangalore, India