Exploring omnichannel retailing: Common expectations and diverse reality

Wojciech Piotrowicz, Richard Cuthbertson

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

3 Citations (Scopus)


This introductory chapter provides a brief overview of the current academic literature focused on omnichannel retailing. However, its main purpose is to introduce the chapters included in this book. This book includes, in addition to the introduction, eleven chapters. Chapter coverage reflects the diversity of retailing, with papers from Europe, North America, and Asia. Different retail sectors and product groups are analysed, including fashion, grocery, and pharmaceuticals. The chapters consider top-level, strategic issues, such as strategy implementation and channel integration, as well as operational and technological aspects, such as the use of mobile phones in store and channel fulfilment. Such a variety highlights that we can expect the creation of many different models and solutions rather than one model of omnichannel retailing, all based on the use of technology and channel integration, but adjusted to a …
Original languageEnglish
Title of host publicationExploring Omnichannel Retailing : Common Expectations and Diverse Realities
EditorsWojciech Piotrowicz, Richard Cuthbertson
Place of PublicationCham
Publication date2019
ISBN (Print)978-3-319-98272-4
ISBN (Electronic)978-3-319-98273-1
Publication statusPublished - 2019
MoE publication typeA3 Book chapter


  • 512 Business and Management

Areas of Strength and Areas of High Potential (AoS and AoHP)

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