Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing

Business experts have enthusiastically projected a seamless, retail world where customers can shop across channels, anywhere and at any time. This type of multiple channel retailing is often referred to as Omni-Channel Retailing. Within academia, by contrast, there have been proportionately fewer attempts to systematically categorize the diversity of multiple channel retailing that currently exists. Hence, the concepts Multi-, Cross-, and...