Omnichannel retailing: Digital disruption and retailer opportunities

Darrell K. Rigby · Kris Miller · Josh Chernoff · Suzanne Tager

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Digital Innovation in Industries

Abstract

E-commerce is this holiday season’s growth engine, and mobile shopping is taking center stage. Innovation is the key to winning in this new digital world. After years of struggling to keep up with innovations by online-only retailers, traditional retailers are poised to fight back and gain share in the virtual marketplace. This issue reviews October sales performance and macroeconomic drivers, explores how digital technologies are changing consumers’ shopping behaviors, and describes how traditional retailers are evolving to win in an increasingly omnichannel world. Bain continues to expect e-commerce growth of 16% and GAFO sales growth of 3.5% this holiday season, notwithstanding the impact of Hurricane Sandy.1

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2023Omnichannel as a driver of digitalization: evidence from the emerging market in the fashion industry

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