119792 20260306152056.0 doi 10.3390/jtaer17020019 sideral 128737 ART-2022-128737 eng Schrotenboer, D. The effects of Omni-Channel retailing on promotional strategy 2022 Access copy available to the general public Unrestricted The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing. © 2022 by the authors. Licensee MDPI, Basel, Switzerland. info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 5.6 2022 BUSINESS 63 / 154 = 0.409 2022 Q2 T2 0.768 2022 Business, Management and Accounting (miscellaneous) 2022 Q1 Computer Science Applications 2022 Q2 6.2 2022 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Constantinides, E. Herrando, C. Universidad de Zaragoza (orcid)0000-0002-2653-2473 Vries, S. 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 17, 2 (2022), 360-374 J. theor. appl. electron. commer. res. Journal of Theoretical and Applied Electronic Commerce Research 0718-1876 692969 http://zaguan.unizar.es/record/119792/files/texto_completo.pdf Versión publicada 2890077 http://zaguan.unizar.es/record/119792/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:119792 articulos driver 2026-03-06-15:18:37 ARTICLE