Exploring Omnichannel Retailing: Common Expectations and Diverse Realities

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...