Build touchpoints and they will come: transitioning to omnichannel retailing

Purpose The purpose of this paper is to provide an analysis of a major retailer’s transition to omnichannel retailing (OCR) from an existing multichannel retailing (MCR) base. Using the illustrative case of Seven & I (S&I) Holdings, the paper positions OCR in terms of its goal to provide added customer value through a seamless brand experience. Design/methodology/approach The research uses a case study methodology, based on a series of...