This book shows stationary retail a way to reinvent itself after Corona, in order to be able to survive against the strong competition of online retail. The focus is on the central issues that will shape the retail of the future. For example, brick-and-mortar retail in particular must now work...

Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase...

Andreas Pinterits develops a performance measurement system to cope with the different requirements of offline and online sales channels. The author discusses different methods for measuring customer channel switching behaviour during the purchasing process and demonstrates the practical use of...