The authors review 50 empirical retailing research papers that have appeared over the last
20 years to take stock of what we know, need to know better, and do not know yet about …

Omni-channel retailing is a popular strategy in a new retailing era when digitalization, social
media, big data and other emerging technologies (eg, Artificial Intelligence (AI), virtual reality …

During the past quarter-century, digital technologies-based innovations for creating,
communicating, and delivering products of value to customers have significantly risen in …

This paper provides a framework for conceptualizing omnichannel integration as a
continuum, identifies phenomena that determine how firms should position along that …

We discuss the effects of COVID-19 on consumer behaviour and elaborate on the
consequences of this disruption for marketing strategies and marketing policies. The crisis …

In this paper, the authors review current literature on retail formats and propose a new
customer-centric framework for retailers to focus on as they continue to innovate and evolve …

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this
strategic path is mired with obstacles. This article investigates three challenges in realizing …

Consumers have traditionally made purchase decisions at the store shelf, giving institutional
brick-and-mortar retailers great power to learn about and influence behaviors and …

The fast-paced growth of e-commerce is rapidly changing consumers' shop** habits and
sha** the future of the retail industry. While online retailing has allowed companies to …

Retailers seek to utilize both online and offline purchase channels strategically to satisfy
customers and thrive in the marketplace. Unfortunately, current multichannel research is …