Muhammad Shafi Keelath on Muck Rack

Muhammad Shafi Keelath

As seen in: Dialnet - Universidad de La Rioja
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Articles

From Multichannel to Omnichannel: Measuring Channel Integration and Digital Adoption Patterns

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By T. Radha Ramanan, Mohammed Avvad, Muhammad Shafi Keelath
| Dialnet - Universidad de La Rioja
The digitalization of business activities is already a reality in most developed countries. India, driven by strong information technology, is rapidly digitalizing across business industries. In the retail industry, this shift is visible in the adoption of omnichannel strategies to enhance value for customers, loyalty and trust, retailer’s image, overall shopping experience, and operational productivity.
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