in: Managing Customer Experience in an Omnichannel World, Taşkın Dirsehan, Editor, Emerald Ink Publishing, Bradford, pp.97-113, 2020
As the world moves towards globalization, new trends and applications are on the rise as an attempt to meet the ever changing needs of consumers. In this sense, new technologies have been introduced as a means to differantiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This paper reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.