Roles of retailer tactics and customer-specific factors in shopper marketing: Substantive, methodological, and conceptual issues

This article highlights how much remains to be discovered and understood in retailing research. The advent of new technologies and omnichannel retailing shift the retail landscape. This article highlights the importance of considering research from multiple perspectives: substantive, methodological, and conceptual. The overall sub- stantive focus of this special issue aims to enrich understanding of how consumers move down the path to pur- chase by examining how retailer tactics and customer-specific factors affect shopping behavior. The current article also highlights the substantive, methodological, and conceptual contribution of each of the special issue articles. Finally, this introduction highlights areas that are ripe for further research.