Omni-Channel Retailing, 1st ed. 2021 An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments Handel und Internationales Marketing Retailing and International Marketing Series

Amelie Winters investigates omni-channel strategies in retail and provides new insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.

Reciprocity within Major Retail Purchase Channels and their Effects on Overall, Offline and Online Loyalt.- Effects of Perceived Offline-Online and Online-Offline Channel Integration Services.- Importance of Marketing Instruments for Repurchase Intentions in Omni-channel Retailing.

Dr. Amelie Winters received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.