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Abstract
The retail industry is undergoing substantial changes that necessitate the development of omnichannel approaches to customer engagement. A comprehensive analysis was conducted on 42 scholarly articles extracted from the Web of Science database using the VOSviewer and the Web of Science analytics. This study offers retailers, marketers, and researchers profound insights into the dynamic field of omnichannel retailing. It serves as an invaluable resource for retailers and marketers, providing a clear roadmap for adapting strategies that align with the expectations of contemporary consumers. The relationship between omnichannel retail and customer experience is intricate, but this study's findings have helped to clarify the transformative impact of omnichannel retailing. The strategic blueprint outlined in this research could enhance customer experiences, benefiting individual retailers and the entire retail industry. Retailers with a comprehensive understanding of the omnichannel framework can skillfully leverage this approach to succeed. This study attempts to provide a robust foundation for the future success of omnichannel retailing as a strategic imperative in the fiercely competitive retail landscape of the modern world by assisting retailers by augmenting their conceptual understandings. Furthermore, this study allows researchers to continue their exploration of omnichannel retailing and provide more profound insights through future research avenues.
Keywords: Customer experience, Omni Channel Retail, Retailers, Systematic Literature Review, VOSviewer, Web of Science
1. Introduction
In today's rapidly evolving retail landscape, retailers are grappling with various challenges spurred by the convergence of digital technology and shifting consumer behavior (Moynagh & Worsley, 2002). Traditional marketing channels, once operating in isolation, no longer suffice to converge the mandates of modern retail consumers. As a result, retailers face complexities that demand innovative solutions to remain competitive (McCormick et al., 2014). The retail realm has experienced a profound makeover in recent years, piloted by the relentless march of technology and consumers' evolving expectations (Saini et al., 2023). Furthermore, traditional notions of distinct sales channels have given way to a more intricate and interconnected landscape called "omnichannel retail." This paradigm shift extends beyond mere channel integration, and it catalyzes heightened customer engagement and a redefinition of interaction methods in the retail sphere by augmenting the overall customer experiences (Gasparinetal., 2022; Booth etal., 2023).
In this new era, retailers can seamlessly disseminate customer service-related information across various channels,...