What is Cross-Channel Retailing

In omni-channel retailing, the combination of different retail channels along the different customer touchpoints has become the predominant purchasing pattern for customers. The consumers´ purchasing behavior has changed tremendously with the development of e-commerce. The so-called omni-channel customers tend to switch retail channels during their purchasing process. In order to address changing consumer behavior, omni-channel fashion retailing companies still need to learn how to be able to provide an excellent service to these customers. This chapter aims to investigate this phenomenon from the perspective of omni-channel customers.