Customer journey has become an increasingly important concept to understand complex
customer behaviours and get insights into their experiences. While the term has been used …

The authors review 50 empirical retailing research papers that have appeared over the last
20 years to take stock of what we know, need to know better, and do not know yet about …

This paper aims to explore the impact of the COVID-19 pandemic on retail real estate and
high street landscape through acceleration of e-commerce and digitalization. The retail …

Omni-channel retailing is a popular strategy in a new retailing era when digitalization, social
media, big data and other emerging technologies (eg, Artificial Intelligence (AI), virtual reality …

Planning and implementing an effective omnichannel marketing program | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Purpose The purpose of this paper is to understand loyalty in the multichannel retail context.
The paper analyses the interplay between offline and online loyalty and the direct and …

Purpose This study develops the idea of smart retailing, exemplified in innovative,
technology-enriched retail services as part of service-oriented strategies. In particular, the …

Purpose The purpose of this paper is to explore the drivers and barriers to omni-channel
retailing in China, and attempts to understand how companies formulate their business …

Purpose As consumers spend more time shopping online, traditional retailers are facing a
decline in on-site shoppers. To help the industry in the omnichannel era, we propose that a …

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 …