Key factors impacting success of omnichannel retailing: A managerial perspective

• Main Author: NARASIMHAN, Anuradha
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Omnichannel Retailing; eCommerce; Brick-and-Mortar Retail; Channel Management; Fashion Industry; Retailing Framework; Omnichannel; COVID-19; Marketing
• Online Access: https://ink.library.smu.edu.sg/etd_coll/408; https://ink.library.smu.edu.sg/context/etd_coll/article/1406/viewcontent/Anuradha_Narasimhan_PhD_Dissertation_Final_2022.pdf
• Institution: Singapore Management University

Omnichannel retailing has revolutionized consumer behaviour with consumers seamlessly flitting between offline and online channels as they explore, shop, buy, receive, and exchange or return products and services. The COVID-19 pandemic has accelerated digital and omnichannel adoption by consumers as...