From Multi-Channel Retailing to Omni-Channel Retailing
Abstract
The world of retailing has changed dramatically in the past decade. The advent of the online channel and new additional digital channels such as mobile channels and social media have changed retail business models, the execution of the retail mix, and shopper behavior. Whereas multi-channel was in vogue in the last decade in retailing, we now observe a move to so-called omni-channel retailing. Omni-channel retailing is taking a broader...
Paper Details
Title
From Multi-Channel Retailing to Omni-Channel Retailing
Published Date
Jun 1, 2015
Journal
Volume
91
Issue
2
Pages
174 - 181
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Notes
History