Omnichannel retailing and business implications: The importance of cohesive online-offline interactions

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Businesses that use omnichannel retailing will access a larger audience, streamline customer-oriented business routines, better understand customer behavior and most effectively use business resources.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Omnichannel retailing and business implications: The importance of cohesive online-offline interactions", Strategic Direction, Vol. 38 No. 10, pp. 7-9. https://doi.org/10.1108/SD-09-2022-0099