Generational dynamics of omnichannel customers: analysing shopping preferences across diverse product types Available to Purchase

Neha Sharma recently completed her PhD from BITS Pilani, Pilani Campus, where her research focused on digital retail engagement of omnichannel customers, particularly with those of physical stores that have transitioned to online platforms and integrated both channels. Her work examines how customers interact with these integrated retail environments and provides insights into customer behaviour and technology’s role in retail. She has presented her research at international conferences and published in journals like the International Journal of Retail and Distribution Management. With over 8 years of corporate experience, including 4.5 years in roles at Snapdeal, NV Enterprises, and Campus Activewear, Neha brings valuable industry knowledge to her academic work. As a Team Leader at Snapdeal, she received recognition for her leadership skills, and as a co-founder of NV Enterprises, she helped expand a children’s clothing line. Neha recently joined BIMTECH (Birla Institute of Management Technology) as an Assistant Professor. She is passionate about bridging the gap between industry practices and academic research, contributing to the understanding of digital retail engagement and supporting student learning.

Prof. Nirankush Dutta is an Assistant Professor in the Department of Management at BITS Pilani (Pilani Campus). His primary research interest lies in Online Social Media Marketing and e-Commerce. His research papers have been published by International Journal of Retail and Distribution Management (published by Emerald, indexed by SCOPUS, ABDC indexed, Category “A”), International Journal of Web Based Community (published by Inderscience, indexed by SCOPUS, ABDC indexed, Category “B”), Journal of Internet Commerce (published by Taylor and Francis, indexed by SCOPUS, ABDC indexed, Category “B”), International Journal of Technoentrepreneurship (published by Inderscience, indexed by SCOPUS, ABDC indexed, Category “C”), South Asian Journal of Business and Management Cases (published by Sage, indexed by SCOPUS) and Indore Management Journal (Published by Indian Institute of Management Indore). Case studies authored by him have been published in Emerald Emerging Market Case Studies (indexed by SCOPUS), Ivey Cases and International Journal of Case Studies in Management (published by HEC Montreal and indexed by SCOPUS) and are available through Harvard Business Publishing. He has presented more than 20 research studies in international conferences, including American Marketing Association Educators’ Conference (Summer AMA) and Association of Management Annual Meeting. He is a member of Australia and New Zealand Marketing Academy (ANZMAC), American Marketing Association (AMA), Association of Management (AOM) and Association of Indian Management Scholars (AIMS). Three of his articles have been published as chapters in different books. He is one of the editorial board members of Journal of Information Technology Case and Application Research (published by Taylor and Francis, indexed in SCOPUS, ABDC Category “C”). He is a regular reviewer of International Journal of Retail and Distribution Management (published by Emerald, indexed in SCOPUS, ABDC indexed, Category “A”), Electronic Commerce Research (Published by Springer, indexed in Social Science Citation Index, Scopus etc.), Emerald Emerging Market Case Studies (indexed in SCOPUS) and International Journal of Case Studies in Management (Published by HEC Montreal, indexed in SCOPUS) etc. As a visiting faculty, Dr Dutta has taught several courses to students of Indian Institute of Foreign Trade (IIFT), Delhi, Chaudhary Charan Singh National Institute of Agricultural Marketing (NIAM), Jaipur, and et al. Vihari Vajpayee Indian Institute of Information Technology and Management (ABV-IIITM), Gwalior.