Omnichannel retailing, from the focus on consumer behavior through organizational and retailer impact: A systematic review from a marketing perspective

Abstract

In an increasingly digital world characterized by the rise of web 5.0, mobile internet, and broadband, companies find themselves in a process of profound adaptation. The different modes of interaction with customers also undergo systematic transformations due to the revolution that technology, especially the Internet is imposing on the market. So, this work aims to understand the complexity of retailing using bibliometrics and a systematic review of methodological strategies. This study also presents an investigation of the aforementioned theme considering the marketing lens as the main approach. The research was conducted in seven databases to list the main articles on the topic. The search terms were Omnichannel and its main variant omnichannel. The databases used were: Google Scholar, Web Science, Scopus, Ebsco Host. The main results indicate that marketing researchers are addressing omnichannel from the consumer's perspective (consumer experiences and the importance of the customer journey in omnichannel retailing), the business strategies adopted by companies to act in this retail format (investments in technology to integrate performance across different channels), and the interaction of marketing with other organizational domains (integration of the marketing domain with other domains to act in this retailing context). In conclusion, we suggest the following research perspectives: a) themes for understanding the customer’s journey; b) stages covered and how consumer experiences can impact new purchases; c) understanding how companies are preparing to deal with this omnichannel scenario.