AN OVERVIEW ON OMNICHANNEL RESEARCH: INTELLECTUAL FOUNDATIONS AND IMPLICATIONS FOR RESEARCH
(A2021-94162)

AUTHORS

Giada Salvietti, University of Parma, Italy; Marco Ieva, University of Parma; Cristina Ziliani, University of Parma, Italy; Silvia Ranfagni, University of Florence

ABSTRACT

Retailers are currently experiencing the transition from multichannel to Omnichannel and its several implications. Consumers are taking advantage of new opportunities to interact both online and offline with retailers during their customer journeys. Omnichannel represents a huge challenge for practitioners that are called to integrate the online and offline channels to offer a seamless customer experience. Omnichannel is also emerging as a relevant topic for researchers. In academic research, so far, Omnichannel has been discussed from different perspectives and in diverse research fields, thus eliciting the need for a comprehensive overview of the topic, reconciling its different facets and conceptual developments. The present work develops a systematic literature review with the support of bibliometric techniques and aims at identifying the theoretical foundations of Omnichannel and at providing a comprehensive definition of Omnichannel retailing and its features. The ultimate goal of this work is to propose a research agenda for future studies in the Omnichannel domain.