Wollenburg, Johannes; Holzapfel, Andreas; Hübner, Alexander - In: Logistics research 12 (2019) 1/7, pp. 1-15
Omni-channel retailers systematically connect their sales and communication channels to create a seamless shopping experience. Influencing customers in their channel choices can result in reduced cost to serve customers and increased revenue. To achieve this, comprehensive omni-channel customer...