In a highly competitive landscape, adopting an omnichannel approach might lead to a
market advantage in terms of acquiring and retaining customers, as well as a means to …

Multichannel and omnichannel strategies have become a critical aspect of retailing. In this
study, we present an overview of multichannel and omnichannel retail and discuss its …

The development pace of digital socialization has accelerated drastically in the past decade,
especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the …

The opportunities and challenges of omnichannel in retail industry have been widely
discussed, yet despite these benefits, the key elements that constitute an effective …

Inspiring customers allows retailers to increase purchase intention and customer loyalty.
Customers employ multiple channels for shop**, and they can be inspired to buy products …

Purpose In the past few decades, relationship management (RM) theory and RM strategies
in business-to-business (B2B) contexts have evolved tremendously, driven by constant …

Omnichannel literature largely assumes that retailers should integrate touchpoints across
channels to promote seamless experiences. This paper challenges this assumption by …

Omnichannel represents a customer‐oriented distribution paradigm through which retailers
can deliver a seamless customer experience and create an authentic brand narrative that is …

Abstract Online-to-offline (O2O) has become a rapidly growing e-commerce model
worldwide, but the factors influencing consumers' purchase decision-making have not been …

Purpose This study aims to integrate brand and retailer levels variables to examine the
direct and indirect relationships between omnichannel retailing and consumer engagement …