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...

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...