Technology adoption for the integration of online–offline purchasing. Omnichannel strategies in the retail environment
Purpose – Retail customers are now omnichannel both for attitude and behavior. Since individuals interact
with multiple touchpoints throughout their shopping journey, retailers must consider all channels holistically
as consumers do, in order to provide them with a unified shopping experience. Thus, recently retailers are
showing an increasing interest in the deployment of advanced in-store systems aimed at enhancing the
shopping experience by providing customers with innovative tools able to engage them for obtaining deeper