Strategic Omnichannel Management: Strategy, Theory and Practice

This book offers a clear, practical guide to tackling one of the most pressing challenges in contemporary omnichannel management. As store closures rise and customer preferences shift rapidly toward digital and omni-channel experiences, businesses worldwide must rethink their operating strategies, competitive approaches, and sustainability practices. The book emphasizes that the future of a business lies in the dynamic integration of online and offline channels. Through practical case studies, industry data, and recent research, it demonstrates how effective omnichannel strategies can rebuild buyer trust, enhance profitability, and foster resilience during periods of disruption.

Additionally, the book explores how seamless integration across physical stores, digital channels, and mobile platforms can transform fragmented shopping experiences into valued customer journeys. It addresses complex topics such as evolving consumer behavior, logistics disruptions, big data, analytics, and digital marketing strategies. It also provides actionable insights for scholars, managers, policymakers, and small and medium enterprise owners.

This book is ideal for students, professionals, and academics in retail management, marketing, and business strategy. It is particularly relevant for individuals interested in creating a sustainable, competitive business model through strategic omnichannel management.

The chapters in this book were originally published as special issues in the Journal of Strategic Marketing.

Shahriar Akter is Professor of Marketing at the School of Business at UOW, Australia. He was awarded his PhD from the University of New South Wales (UNSW), Australia, with a fellowship from the University of Oxford. His research interests include advanced analytics & artificial intelligence (AI), algorithmic biases, and digital innovation.

Carolyn Strong is Professor of Marketing at Cardiff Business School, United Kingdom. She was awarded her PhD from the University of Wales. Her research interests include small business innovation and marketing’s contribution to society.