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1. 1. One size fits all? Understanding shopper responses towards integration activtites in omnichannel retailing

   Författare :Angelica Blom; Handelshögskolan i Stockholm; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Sammanfattning : Contemporary shopper journeys often entail myriad interactions, including online or offline stores, smartphone applications, social media platforms and mass communication. Shoppers typically expect to shop seamlessly across interactions, leading retailers to develop omnichannel strategies focused on integrating such interactions. LÄS MER