# The omni-channel approach: A utopia for companies?

> Research article (Journal of Retailing and Consumer Services, 2020) · cited 106× · AI/ML

**Wikidata**: [openalex:W3032982195](https://www.wikidata.org/wiki/openalex:W3032982195)  
**Source**: https://4ort.xyz/entity/the-omni-channel-approach-a-utopia-for-companies