Omnichannel retailing and business implications : The importance of cohesive online-offline interactions

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Businesses that use omnichannel retailing will access a larger audience, streamline customer-oriented business routines, better understand customer behavior and most effectively use business resources. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.