The scholarly literature in retail proposes various shopper typologies. However, the global retail environment, especially in the United States, is undergoing a metamorphosis. Against the backdrop of changing retail technologies, the onset of ‘de-malling’ trends calls for a re-examination of...

Purpose – Omni-channel marketing in the retail environment involves the integration of multi-channel marketing activities to provide a unified and holistic shopping experience to customers. The purpose of this paper is to understand the impact of omni-channel marketing in the retail...