Purpose: The purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg. Design/methodology/approach: In...

Purpose: Retail customers are now omnichannel both for attitude and behavior. Since individuals interact with multiple touchpoints throughout their shopping journey, retailers must consider all channels holistically as consumers do, in order to provide them with a unified shopping experience....