Purpose The purpose of this paper is to identify the patterns of customer exposure to touchpoints
by segmenting consumers based on the frequency of their exposure, and to understand …

Purpose The purpose of this paper is to evaluate the recent evolution of store flyers to
illustrate how a tool of traditional marketing can be applied to generate insight on customer “couch-…

Introducing a new online channel is a crucial decision for brick-and-mortar retailers that
requires insight and forecasts into customers' adoption and subsequent behaviour. The aim of …

… Marco Ieva (Department of Economics and Management, University of Parma, Parma,
Italy) … Salvietti, G., Ziliani, C., Teller, C., Ieva, M. and Ranfagni, S. (2022), "Omnichannel …

Innovation is attracting increasing attention from public authorities, enterprises, and
academics. Although emerging evidence has indicated that marketing innovation should be …

Purpose The explosion in the number of touchpoints is putting pressure on companies to
design omnichannel customer experiences aimed at achieving long-term customer loyalty. The …

Inspiring customers allows retailers to increase purchase intention and customer loyalty.
Customers employ multiple channels for shopping, and they can be inspired to buy products …

Government agendas are increasingly focused on environmental issues, pressuring companies
to reduce the environmental impact of their activities, and innovation plays a key role in …

This study aims to understand customer patterns of channel usage to voice complaints to
multichannel retailers. Data were collected from multichannel shoppers for apparel in Spain by …

This study aims to address the role of content type in social media posts and the influence of
management response congruence on improving user engagement, booking intention and …