... and deeply reshaped the environments where retailers operate as well as their strategies and business models (Alexander and Cano, 2020); Treadgold and Reynolds, 2021). Retailers are encouraged to pursue an omni-channel strategy to survive in a world where consumers use multiple devices as part...

...Guillaume Do Vale; Isabelle Collin-Lachaud; Xavier Lecocq Purpose To cope with online competitors and new consumer behaviors, retailers need to hybrid digital and physical offerings to implement an omni-channel business model. This constitutes a digital transformation of the traditional business...