1. The contemporary rise of omnichannel distribution

The aim of this first section is to provide a clear definition of omnichannel retailing. First, we look back at the emergence of online sales channels, which have been added to in-store sales channels since the 1990s. Then, we show that the rise of these online channels means that consumers now have a multitude of options during each of the three main stages inherent in the purchase of a product: choice, order-taking, and physical acquisition. Finally, we give a precise definition of omnichannel distribution.