The emergence of omnichannel retailing has revolutionized the way traditional e‐commerce
business operates, subsequently bringing fundamental changes to consumer expectations …

Omni-channel retailing consists of the complete alignment of the different channels and
touchpoints that generate a seamless experience for consumers, allowing them to move …

In recent years, delivering a superior seamless experience (SE) for customers has become
one of the most crucial aspects of omnichannel marketing for omnichannel retailers …

Omni-channel is one of the most important retail revolutions of recent years, impacting a
variety of areas, such as marketing, retailing, communication or information systems. Omni …

Customers are not passive agents, but intrinsic to the value creation process. Because
retailers are the customer's link to the marketplace they are uniquely placed to develop …

As omnichannel retailing is still in its infancy, a better understanding of the consumer
journey within this context is needed. Utilizing the activity theory, we identified omnichannel …

Nowadays, consumers use information devices to use products and services through
various channels. Omnichannel promotes sales improvement by allowing businesses to …

In recent years, fashion brands and retailers have been advancing rapidly to provide US
consumers more seamless omni-channel shopping experiences. The pandemic has further …

Purpose–With advances in information technology, multi‐channel shopping (MCS) has
become a prevailing purchasing pattern today. Although MCS provides more benefits than …

We examine how the integration of retail channels affects crucial firm outcomes, such as
customer satisfaction and loyalty intentions, with a particular focus on the impact of different …