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Customer experience in the omni-channel world and the challenges and opportunities this presents

Journal of Direct, Data and Digital Marketing Practice (2014) 15(4) 262-266
DOI: 10.1057/dddmp.2014.16
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Abstract

This paper discusses the nature of the omni-channel customer and how this is driving change in the physical retail space. It considers the need for new technologies to support store staff and also new metrics to measure store performance. © 2014 MACMILLAN PUBLISHERS LTD.

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APA

Cook, G. (2014). Customer experience in the omni-channel world and the challenges and opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4), 262–266. https://doi.org/10.1057/dddmp.2014.16

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