The substantial growth of e‐commerce sales, driven by digital advancements, has enticed
brands to sell direct‐to‐consumers (DTC) online. Despite the growth of the DTC online retail …

In an omnichannel era, businesses and marketers need insights into the dynamics of
customer shop** behaviors, particularly the interplay between omnichannel …

With the application of artificial intelligence (AI) technology in organizational frontlines,
customers' service experiences have begun to shift from interactions with service personnel …

The retail industry is undergoing a significant transformation driven by digital technology.
Among the key challenges retailers face are the rise of e-commerce, changing customer …

Building on the service dominant logic, this study explores the effect of online and offline
channel interactivity on consumers' value co-creation behavior (VCB), the mediating effect of …

A critical issue faced by marketing practitioners today is orchestrating strategies that provide
a smooth consumer experience in an omni-channel environment. The extant literature offers …

Omnichannel retailing: exploring future research avenues in retail marketing and distribution
management | Emerald Insight Books and journals Case studies Expert Briefings Open …

The digital age has posed challenges to the convenience store (c-store) industry regarding
the types of technology investment required to compete in the digital world, and the c-store …

Fluidity is the ability of a digital platform ecosystem to change form to align with changing
consumer preferences and stay relevant in the marketplace. This study advances that three …

Purpose Omnichannel retailing emphasises the interplay between channels to provide
seamless customer experiences across shop** journeys but is challenging for retailers to …