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Piotrowicz / Cuthbertson

Exploring Omnichannel Retailing

Common Expectations and Diverse Realities
1st ed. 2019. Buch. xiv, 288 S.: 15 s/w-Abbildungen, Bibliographien. Hardcover
Springer ISBN 978-3-319-98272-4
Format (B x L): 15,5 x 23,5 cm
Gewicht: 619 g
In englischer Sprache
This book compiles the current state of knowledge on omnichannel retailing, a new concept in which all sales and interaction channels are considered together, and which aims to deliver a seamless customer experience regardless of the channel. It highlights case studies and examples related to each of the many barriers to an omnichannel approach, demonstrating not just success stories, but also failures.

While omnichannel has already been recognized as an emerging retail trend, the articles in this book fill an important gap in research on the topic. Providing readers with essential insights on the omnichannel strategy and its implementation, the book will also stimulate academic discussion on this emerging trend.
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Webcode: beck-shop.de/cejeht
Presents the first research-based book on omnichannel retailing Takes an international approach from various regions and markets to understand this new trend in retailing Features contributions by experienced authors studying a wide coverage of industries in the retail sector