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.