ABSTRACT
Growth in technology has provided consumers and firms with a plethora of channels to interact with each other. Beyond the need to serve customers’ needs wherever they wish to transact with the firm, an omnichannel strategy is important for firms because multichannel shoppers are also more profitable than single channel shoppers. Research has identified several tactics that can encourage multichannel shopping, including product assortment, price, channel design, and promotion tactics. We identify mobile marketing as an important part of omnichannel strategy, as it connects digital and physical environments. Inclusion of customer search in the omnichannel strategy literature and understanding the effects of omnichannel strategy on all aspects of customer engagement beyond transactions are important avenues for future research.
