Omnichannel: a comparative analysis of the leading retailers in the United States and customer behavior

The study aims to provide an overview of the phenomenon of omnichannel retailing in the United States and a comparative analysis of ten leading retailers. Findings revel that it is not necessarily true that retailers with a higher level of online sales need less inventory, thus a higher turnover. It also utilises primary data collected by an online survey to analyse the U.S. customer preferences about omnichannel services. Moreover, an analysis of variance suggests that there is no evidence that U.S. people who belong to different generations make, on average, a different number of online purchases per year