Omni-channel retailing: some reflections

In this paper, I discuss some reflections on the emerging literature on multi- and omni-channel retailing. I discuss four important area's of prior research and briefly describe some general findings. Next, I consider three important emerging trends: 1) digital only, 2) Covid-19 effects and 3) New Technologies. I discuss the implications of these trend for omni-channel retailing and provide some ideas for future research on these trends.