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Articles

Omnichannel in practice: research and fieldwork

Articles on omnichannel maturity, customer experience and channel management, written from doctoral research and industry practice.

View of the fjord and snow-capped mountains from a hotel in Patagonia, next to a laptop showing the omnichannel maturity model and a cup of coffee

Articles · Tourism

Omnichannel strategy in tourism: the traveler's non-linear journey

How to design an omnichannel experience in tourism: cross-channel consistency, back-office execution and a maturity model with 8 dimensions and 6 levels.

7 min
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Online shopping collage: hands holding a tablet showing a furniture store, next to flowers, leaves, a coffee and glasses

Articles · E-commerce

Omnichannel in e-commerce: from the attribution illusion to service consistency

Why e-commerce is not an isolated channel: attribution, real-time stock, consistent pricing, packaging and a maturity model with 8 dimensions.

8 min
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