The increase in the variety of channel formats, and the progression from single, to multi-,
then to omni-channel marketing has made shopping and buying more convenient for …

Purpose In this invited paper, the authors aim to offer an integrated marketing
communications (IMC) framework for understanding how disparate customer touchpoints …

In this study, the authors analyse the influence of specific combinations of online and
physical channels (webrooming and showrooming) on the customer experience …

The proliferation of new touchpoints empowers today's customers to design their own
journey from search to purchase. To address this new complexity, we segment customers by …

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 …

The advance of the Internet and new technologies over the last decade has transformed the
retailing panorama. More and more channels are emerging, causing consumers to change …

This paper explores the future of the physical store within omnichannel retail and
specifically, the prerequisites of the designed retail environment in optimizing customer …

Customer channel switching behaviour in the digital revolution is becoming more
complicated and difficult to comprehend. This study follows the interpretative approach to …

Marketers face the challenge of resource allocation across a range of touchpoints. Hence
understanding their relative impact is important, but previous research tends to examine …

The increasing product commoditization and price transparency afforded by online retail
channels have left many brick and mortar stores bearing the costs associated with being …