A Review of the Literature on Omnichannel Retailing

Abstract

The wide range of new technology applications may be the reason for the quick changes in consumer behaviour models and retailing practices. Thus, it is important to investigate these intriguing change mechanisms from a variety of angles and employ a range of techniques. This study synthesizes the findings of earlier studies in a literature review and provides some implications for future research and practice regarding retailing evolution, especially focusing on the shift from multichannel to omnichannel retailing. In order to investigate contemporary business and consumer practices, interdisciplinary research methods have been used in marketing and electronic/mobile commerce.This literature review provides an integrated perspective of the existing research insights by demonstrating a time-series consistency between multichannel and omnichannel concepts. In order to highlight the important issues in this topic that are derived from various disciplines and to discuss the practical implications for future research, this study specifically aims to explore and highlight pertinent terminology definitions and concepts.