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This research provides a comprehensive overview of the luxury brand cognitive and affective experience, category ownerships and consumption level of affluent adult consumers in the USA. The purpose of this study was to illuminate generational cohorts’ differences and/or similarities among the consumers regarding collecting behavior of, brand self-congruity toward and emotional brand attachment with fashion luxury brands.

Using a cross-sectional quantitative approach, the authors conducted a national, representative online survey, 443 usable responses were collected from four generational cohorts, namely, older boomers, younger boomers, Generation Xers and Millennials, who reported an annual household income of US$150,000 or more. Descriptive and multivariate statistical analyses were used to provide the empirical findings.

Findings suggest that there are significant differences in the luxury brands they owned the most; Millennials exhibited significantly more frequent purchases of luxury fashion goods for all retail types – both brick-and-mortar and online, as well as upscale and discount-image retailers, compared to older Baby Boomers; and there are clear distinctions of cognitive, affective and behavioral responses toward fashion luxury goods between Millennials and older Baby Boomers. For instance, Millennials are more emotionally attached to luxury fashion brands, they see themselves more aligned with the brand image, and they collect such goods significantly more, compared to the older Baby Boomers.

By providing empirical evidence of contrasting each generational group’s unique consumption behavior in terms of luxury brand goods such as ownership level (accessible vs high-end luxury), retail channel choice behavior, cognitive, affective and behavioral responses toward the luxury fashion goods, the authors provided clear strategies for the luxury brand managers regarding two distinctive segments in the luxury marketplace.

Innovations in technology and evolution of internet elicited the usage of technology and internet during the shopping process of consumers. Changes in consumer shopping processes opened doors for shifts in consumer buying behavior. As a result of the variations in consumer buying behavior, retailers formed new channel structures to fulfill customer requirements. New channel structures created different retailing formats and enhanced the complexity of retailing processes. As the complexity of retailing processes increased, complexity of consumer shopping behavior increased as well. In this sense, multichannel retailing emerged and expanded all around the world and paved the way for omnichannel retailing. Transformation of multichannel retailing to omnichannel retailing created two different shopping forms as: Showrooming and Webrooming. In this chapter, showrooming and webrooming concepts will be studied and the complementarity dimensions of these concepts will be explained in detail.

The purpose of this study is to understand the antecedents of omni-channel shopping with reference to the intention to purchase fashion products by millennials and their perspective towards the omni-channel method of shopping.

The research is based on a quantitative research technique comprising of 302 respondents. A structured questionnaire has been adopted for the survey and to collect data from millennials from India. The questionnaire consisted of 27 constructs, which were measured using a five-point Likert’s scale. In the first step first-order confirmatory factor analysis is carried out, by using the software IBM AMOS-20. The initial model is generated for six constructs, and outcomes are used to analyse the model’s goodness of fit and construct validity. In the second step, the conceptual model is tested through path analysis using structural equation modelling.

The findings indicate that perceived usefulness (PU) significantly affects the continuance intention of usage towards omni-channels. Perceived ease of use does not significantly affect continuance intention of towards usage of omni-channels, and it does not seem to have a significant effect on PU. Cost effectiveness and customer engagement of omni-channel have a significant effect on the continuance intention of its use. Finally, continuance intention towards usage of omni-channel does significantly affects the actual use of omni-channel.

The research on omni-channel for purchasing fashion products is meagre and this particular study with the usage of Technology Acceptance Model including millennials is adding value towards the knowledge base of marketing. This research develops a theoretical framework building on the technology adoption model and empirically tested it.

The aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.

Building on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials.

There were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel.

The research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing.

Marketers should consider xennials’ channel behaviour and focus on converting sales through integrated programmes based on their channel usage. Retailers should also consider millennials' heavy engagement with social media in their lives but spend lower amounts via the medium, which may be an opportunity to use this medium as a viable stand-alone channel in targeting millennials' shopping dollars.

This study updates the body of research on multi-channel behaviour by considering generation as a factor in channel usage and spend amount.

The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi‐channels.

A total of 181 students in a large US mid‐western university provided usable responses to the survey. Exploratory factor analysis and multiple regression analyses were employed to examine the research questions.

The results showed that more than three quarters of the respondents shopped via the internet and catalogs, and about 95 percent shopped at non‐local retailers. About 60 percent reported that they never shopped from TV shopping channels. Confident/fashion‐conscious shopping orientation and catalog/internet shopping orientation were found to be key predictors of customer satisfaction level with information search via multi‐channels. Both confident/fashion‐conscious consumers and mall shopping‐oriented shoppers were more satisfied with store‐based retail channels for apparel purchases, whereas non‐local store‐oriented shoppers and catalog/internet‐oriented shoppers were more satisfied with non‐store‐based retail channels for their apparel purchases.

The sample of this study was biased by gender and age. For the apparel retail industry, this paper offers practical knowledge about the relationships between shopping orientation and consumer search and purchase behavior in a multi‐channel retailing context.

No study has utilized the shopping orientation framework to explain consumer behavior in a multi‐channel environment. This study provides understanding of consumer product information search behavior on four dimensions (price, promotion, style/trends, and merchandise availability) via multi‐channels.

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.

A systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.

The review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.

This study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects.

The experience of safety as perceived by customers is a central issue in retailing, and its importance has increased because of the pandemic. Substantial literature exists addressing different factors related to safety/security experience in different types of retail channels. However, what is missing is a unified framework to guide safe customer experience initiatives across all channels. Therefore, this study aims to investigate the safety elements in omnichannel retailing as perceived by customers and how these safety elements affect customer experience (CX) judgments and consumer behavior in a post-pandemic context.

A systematic literature review on safety/security studies in a retail context is conducted, followed by a qualitative study driven by a means-end-chain laddering technique collecting data from 62 retail customers in Australia, the USA and UK.

Fourteen distinct safety elements in omnichannel retailing are identified. Four elements are relevant to the CX at the pre-purchase stage of the customer journey: social inclusiveness, role readiness, employment policy and safety policy enforcement. Six elements are relevant to the during-purchase stage: physical safety, personal hygiene, spatial distancing, fraud prevention, security surveillance and safety signal. The remaining four elements are relevant to the post-purchase stage: delivery safety, safety recall, mental health and data usage.

This study presents a new unified framework addressing safety and security in post-pandemic retail service settings. The SafeCX framework offers researchers and managers a holistic understanding of the distinct safety elements that shape customers’ perceptions across each customer journey stage of the retail CX.

To date, most research focused on understanding the meanings and mechanism of gift giving behavior and there is little literature on channel usage behavior for gift shopping. The purpose of this paper is to examine the relationship between consumers' retail purchase experiences for their own use and their gift shopping for others in a multichannel retail context.

Using a self‐administered survey method, the paper obtained 171 usable responses from females in a large US Midwestern University. Data are analyzed employing descriptive statistics, correlation analysis, and structural equation modeling.

The findings of this paper showed that for all five retail channels (i.e. internet, mail‐order catalog, TV shopping, local stores, and non‐local stores), there are significant and positive relationships between consumers' product purchase experiences for their own use and their gift purchase experiences. Managerial and theoretical implications are provided.

Limitations of the present study include sampling, which prevent the generalization of results to all gift shoppers, and gift product categories focus on in the present study.

As little is known about the consumer gift shopping behavior in a multichannel retail environment, the study provides valuable strategy for multichannel retailers.

Digitalisation has been identified as a driving force behind retail sector transformation. The purpose of this paper is to provide a deeper understanding of how omni-channel strategies link to the digitalisation phenomenon. The study is explorative in nature and aims to expand existing knowledge by using a business model (BM) perspective.

The study uses a qualitative approach. Data collection involved a questionnaire answered by 13 firms from three retail segments (i.e. fashion, consumer electronics and bookstores and media) and a group discussion with senior managers. The data were complemented with information from websites, applications and available online reports.

The findings present empirical insights about different strategic and BM approaches to omni-channel retailing and highlight examples of pioneering retailers from the Italian market. The proposed framework consolidates earlier studies and puts forward three dimensions for a successful transition to omni-channel retailing BMs: a seamless customer experience, an integrated analytics system and an effective supply chain and logistics.

Managers can employ an overview of mobile commerce usage to manage the process of integrating channels, within their BMs, alongside the customer journey. Particular attention should be paid to development and the use of data analytics tools as one of the dimensions with a significant impact on omni-channel management.

First, this paper applies a BM perspective as a novel approach for analysing a transition to omni-channel retailing. Second, it is based on empirical analysis of three retail segments, which provide new insights into omni-channel strategies in the retailing literature.