Customers preferences are changing, they are making more use of an omnichannel buying strategy according to operations expert Robert Rooderkerk. This provides retailers with new chances and opportunities. The retail store can prove to be very important in an omnichannel strategy, for example by functioning as a pick-up or return point. 


  • Robert Rooderkerk
    Role: Faculty
    Reference type: Referenced

Media Outlets

  • MixOnline (Online)