الفهرس 
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Abstract
”This research aims to clarify the omni-channel collaborative marketing concept, retail shopper empowerment concept and the effect of omni-channel collaborative marketing on retail shopper empowerment by investigating the dimensions of the pervious concepts considering the omni-channel collaborative marketing as an independent variable and retail shopper empowerment as a dependent variable. Based on an empirical study on customers of Egyptian mobile phone telecommunications companies.Through SEM analysis, this research revealed a significant positive correlation between omni-channel collaborative marketing and retail shopper empowerment. We delved deep into the impact of various dimensions within omni-channel collaborative marketing, shedding light on their influence on retail environments, relevant information, and consumers’ control over their choice set. Furthermore, our research explored the influence of demographic factors on customer awareness, uncovering intriguing disparities based on age, education, income, and corporate affiliations.