Digital Transformation of Retail Stores – The Impact of Digitalisation and Omni-Channel Retail on the Customer Journey
Digital Transformation of Retail Stores – The Impact of Digitalisation and Omni-Channel Retail on the Customer Journey
PraxisWISSEN Marketing,Anna-Katharina Weiler,Klaus Mühlbäck,Ruth Schöllhammer
2018
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TLDR
The conducted research led to an in-depth insight of the relevance of digitalisation in-store and of the Omni-channel approach, and the following impact on the customer journey.