Firms compete in an increasingly omnichannel environment. Customer journeys no longer follow a single-channel linear path but look much “messier,” involving many channels, firm-owned and external, which are seamlessly integrated through technology. The associated changes in consumer behavior...

Problem Definition : Omnichannel retailers face hard choices when they decide how to improve the way they serve their customers. They use such levers as improving delivery and return policies, providing access to detailed product information and reviews, and offering lower prices. Because it is...