Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 27, Issue -, Pages 170-178Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2015.08.001
Keywords
Multiple channel retailing; Multi-Channel Retailing; Cross-Channel Retailing; Omni-Channel Retailing; Click and Collect
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Business experts have enthusiastically projected a seamless, retail world where customers can shop across channels, anywhere and at any time This type of multiple channel retailing is often referred to as Omni-Channel Retailing. Within academia, by contrast, there have been proportionately fewer attempts to systematically categorize the diversity of multiple channel retailing that currently exists. Hence, the concepts Multi-, Cross-, and Omni-Channel are used indistinctly. This article proposes a categorization of Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing by means of a literature review, a taxonomy of multiple channel retailing, a literature classification table, and by way of illustration, a mobile Click and Collect shop. (C) 2015 Elsevier Ltd. All rights reserved,
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