Digital technologies are key to achieving competitive advantage across marketing and
retailing contexts. At the same time, marketing managers are confronted with a variety of …

This study presents a systematic review of literature covering 178 articles relating to physical
store-based grocery retail formats. The research questions for the review were based on …

This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and
highlights its potential for addressing a host of issues within retail and service domains. With …

Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts
are crucial but lacking research guidance. Prior service quality literature has established …

All marketing capabilities can be enabled by technology. One such technology–artificial
intelligence (AI)–holds significant potential for enabling marketing capabilities. While …

Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential
retailers align online and offline experiences, guidance on choosing or combining these …

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 …

This research presents a novel, conceptual perspective on distinctive opportunities available
to retailers with a physical location to create reasons for customers to visit the physical store …

The unprecedented impact of COVID-19 on the global economy as well as on the academic
literature. Since early 2020, management researchers have made exceptional efforts to …

Multichannel and omnichannel strategies have become a critical aspect of retailing. In this
study, we present an overview of multichannel and omnichannel retail and discuss its …