The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty

  • Tandy Christoforou
  • Yioula MelanthiouEmail author
Part of the Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business book series (PSCDBRAEAB)


This chapter explores the challenges of an integrated Omni-channel retailing strategy in the ‘bricks and clicks’ retail cosmetics industry of Cyprus, and the impact of this strategy on the attitudinal perspective of customers’ loyalty. Through a qualitative exploratory approach, and specifically a single embedded case study, it was found that when a ‘brick and click’ retailer correctly establishes the Omni-channel retailing strategy, customers’ loyalty is positively influenced. Combining theory with empirical findings, this chapter additionally develops an Omni-channel retailing framework that demonstrates the challenges and current capabilities of the Omni-channel retailing strategy, which are working in a synchronized and integrated manner, resulting in the unification of the internal operating systems/departments, integrating all retailing channels, and communicating a consistent brand image.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.University of NicosiaNicosiaCyprus
  2. 2.Marketing Department, School of BusinessUniversity of NicosiaNicosiaCyprus

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