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• Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;

• Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers;

• The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer;

• Introducing omnichannel interaction requires organizational and IT changes within the company.

Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;

Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers;

The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer;

Introducing omnichannel interaction requires organizational and IT changes within the company.

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies have been introduced as a means to differentiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This chapter reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.

This chapter is designed to highlight the role of sustainable development in corporate Internet communications of selected retailers operating in Poland. It provides an overview of key content relating to corporate social responsibility (CSR) available on the websites of retailers analyzed in the study. Key thematic areas connected with corporate sustainable development are usually linked with the CSR strategy. These areas refer to the accountability of the chain as an employer, guarantor of high quality of products, reliable business partner, a member of the local community, and an entity that is taking care of the environment. Conclusions and comments are based on the analysis of the content published on corporate websites of selected retailers and the assessment of how the content is communicated using various marketing tools.

Introduction: Artificial intelligence (AI) and digitisation offer substantial human potential and profit margins, making them promising retail solutions. Retail leaders have successfully integrated comprehensive uses into their daily operations, while competitors heavily invest in new projects. The Indian retail sector is undergoing a significant transformation, which can be attributed to factors such as growing income, demographic characteristics, and enhanced consumerism, as well as the rapid development of new technologies such as digitisation and AI, which is changing both consumers’ and retailers’ buying behaviour.

Purpose: This study aims to determine the influence of AI on elements that drive digitisation in the retailing sector, as well as the factors that lead to organised retailers adopting digitisation and its impact on their business.

Methodology: The study employs a standardised questionnaire distributed to organised stores via an online link, and the data are analysed with SmartPLS software 3.0.

Finding: The retail sector is driven by elements that promote digitalisation in food and groceries retailing, such as simplicity of operation, adoption of digital payment, quicker internet connection, retailer consumer interface, and the involvement of AI.

Research implication: AI has significant consequences for retailing, which serves as the interface between marketers and customers.

Theoretical implication: The study’s findings reflect the perspectives of retailers, store managers, and entrepreneurs on how digitalisation and AI are crucial for the creation and growth of long-term competitive advantages in retail.

Nowadays companies are constantly changing their retail settings and strategies to keep up with technological developments and consumer needs. Digital transformation enabled one’s shopping experience to be more efficient in terms of money, time, physical effort and other elements that determine the price a consumer has to pay. Channels of communication and distribution have evolved, increased in number and also became integrated. Mobile devices, mobile applications and location services help consumers in their shopping journey. These developments have led us to a new concept called omni-channel management. In theory, the omni-channel refers to a single and unified channel experience with multiple touchpoints, which include physical stores, online stores and direct marketing; mass communication channels (television, radio, print media, C2C, etc.), online channels (social media, search engines, comparison sites, e-mail, display etc.) and mobile channels (SMS, branded apps, etc.). Some examples of omni-channel practices are click-reserve, click-collect, tablets as in-store sales tools, in-store product order through mobile apps, etc.

In this chapter, the latest trends in marketing channels are discussed with enabling digital technologies and relevant success factors. Challenges and opportunities in implementing omni-channel strategies and several omni-channel initiatives from Turkey are reported.

A research was employed to present consumers’ preferences of touchpoints/channels for search, payment and delivery, and to find out the drivers that lead consumers to use more than one channel simultaneously and/or interchangeably in a buying process. The results will guide the readers to understand consumer behaviour in the new omni-channel world.

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to have sustainable growth for companies and brands. In this study, it is aimed to examine the application of omnichannel decisions in different marketing channels and the contributions of this approach in the strategic plans of companies to create an overall customer experience in Turkey. For this purpose, a thorough literature review was provided on different marketing channel approaches, especially retailing and wholesales. In-depth interviews with companies showed that companies in Turkey are underway to include omnichannel approach in their short-term plans to improve their sales volume, and these companies also use this approach as a positioning by creating an integrated customer experience through customer relationship management.