The advent of digital technology has facilitated the visibility of an array of luxury brands as customers are offered a variety of ways through to buy and interact with their respective brands. Similar to Troung and McColl (2011), Brynjolfsson et al. (2013), Verhoef et al. (2015) and Herhausen et al. (2015) omnichannel retailing constitutes the incorporation of more channels and more devices through which quality service as well as experience must be communicated.
