Exploring Omnichannel Retailing

Common Expectations and Diverse Realities

  • Wojciech Piotrowicz
  • Richard Cuthbertson

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Wojciech Piotrowicz, Richard Cuthbertson
    Pages 1-10
  3. Shahriar Akter, Muhammad Ismail Hossain, Steven Lu, Sutapa Aditya, Tasnim M. Taufique Hossain, Uraiporn Kattiyapornpong
    Pages 71-97
  4. Patsy Perry, Anthony Kent, Francesca Bonetti
    Pages 169-195
  5. Bethan Alexander, Marta Blazquez Cano
    Pages 197-223
  6. Cristina Ziliani, Marco Ieva, Juan Carlos Gázquez-Abad, Ida D’Attoma
    Pages 225-249
  7. Wojciech Piotrowicz, Richard Cuthbertson
    Pages 267-288

About this book


This book compiles the current state of knowledge on omnichannel retailing, a new concept in which all sales and interaction channels are considered together, and which aims to deliver a seamless customer experience regardless of the channel. It highlights case studies and examples related to each of the many barriers to an omnichannel approach, demonstrating not just success stories, but also failures. 

While omnichannel has already been recognized as an emerging retail trend, the articles in this book fill an important gap in research on the topic. Providing readers with essential insights on the omnichannel strategy and its implementation, the book will also stimulate academic discussion on this emerging trend.


Omnichannel retail Retail strategy Technology eCommerce SCM Channel integration Mobile technologies Co-design Co-branding Personalization Inventory management

Editors and affiliations

  • Wojciech Piotrowicz
    • 1
  • Richard Cuthbertson
    • 2
  1. 1.Supply Chain Management and Social Responsibility, Department of MarketingHanken School of EconomicsHelsinkiFinland
  2. 2.Oxford Institute of Retail ManagementSaïd Business School, University of OxfordOxfordUK

Bibliographic information