Information based power – A balancing act between retail strategies and consumer movement patterns
Problem background: The barrier between physical stores and online stores is blurred, which is paving the way for multi- and omni-channel retailing. Consumers of today are having a great access to information, due to their increased use of digital devices. Thus, the power among consumers is increasing, which is creating a thought of whether the consumer, or the retailer, is the party in charge. A