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Chapitre
Towards Omnichannel Retail Management : Evidences from Practice
in Retail Futures: The Good, the Bad and the Ugly of the Digital TransformationEmerald - 2020 - Ref. 10.1108/978-1-83867-663-620201013 - 97-110 p.
This chapter discusses the relevance in the current retail landscape of developing an omnichannel strategy to manage retailers' interaction with their customers. First, we clarify the difference between multichannel and omnichannel management. Next, we report on the results of an exploratory multiple case study that analyzed the state of the art of this strategy implementation in different retail profiles. The results present the following themes: managers' interpretations of omnichannel
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strategies, main omnichannel drivers, the organizational aspect, the channel mix, the customer journey analysis, the main key performance indicators and a profile of the most successful companies.
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