Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Taking Stock of Omnichannel Retail Experience: Thematic Review and Research Agenda

Published: May 24, 2023


Alina Both, Department of Management / Aarhus University / Aarhus BSS; Sascha Steinmann, Aarhus University, Department of Management


The paradigm shift towards omnichannel approaches represents an ongoing fundamental change taking place within the fields of retail marketing and management today. The intertwining of commerce and content across channels and touchpoints requires retailers to reconfigure their strategies and manifests new challenges for grasping concepts like customer experience and customer journeys. In response to these developments, we conduct a thematic review of the literature addressing customer experiences in omnichannel retail environments, integrating central concepts and approaches and thereby contributing to the body of literature exploring new and alternative approaches and theories to customer experiences along omnichannel customer journeys in these new retail formats. We thus hope to contribute to retail– and omnichannel literature as well as retail branding theory and practice.