The interactivity between sales channels on omni-channel retail

The change in retail, derived from evolution of technology and consumer behavior, leads to a constant up-grading of the strategies employed by retailers on their brands, requiring, in this way, research initiatives on this transformation. This article discusses the importance of interactivity and integration of sales channels in the omni-channel retail, providing a literary review and a contextualization on terms and concepts of this discipline.This work is financed by FEDER funds through the Competitivity Factors Operational Program - COMPETE and by national funds through FCT – Foundation for Sci-ence and Technology within the scope of the project POCI-01-0145-FEDER-007136.