Exploring Omnichannel Retailing: Common Expectations and Diverse Reality

Wojciech Piotrowicz () and Richard Cuthbertson
Additional contact information
Wojciech Piotrowicz: Hanken School of Economics
Richard Cuthbertson: Saïd Business School, University of Oxford

A chapter in Exploring Omnichannel Retailing, 2019, pp 1-10 from Springer

Abstract: Abstract This introductory chapter provides a brief overview of the current academic literature focused on omnichannel retailing. However, its main purpose is to introduce the chapters included in this book. This book includes, in addition to the introduction, eleven chapters. Chapter coverage reflects the diversity of retailing, with papers from Europe, North America, and Asia. Different retail sectors and product groups are analysed, including fashion, grocery, and pharmaceuticals. The chapters consider top-level, strategic issues, such as strategy implementation and channel integration, as well as operational and technological aspects, such as the use of mobile phones in store and channel fulfilment. Such a variety highlights that we can expect the creation of many different models and solutions rather than one model of omnichannel retailing, all based on the use of technology and channel integration, but adjusted to a specific country, culture, market place, customer segment, and/or product characteristics. This chapter maps the other chapters against the main research themes and gives a short overview of the content of each chapter in the book.

Keywords: Multichannel retail; Technology; Strategy; Shops; Internet; Online; Electronic commerce; Omnichannel (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-98273-1_1

Ordering information: This item can be ordered from
http://www.springer.com/9783319982731

DOI: 10.1007/978-3-319-98273-1_1

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().