From Channels to Coherence: Omnichannel Retail and Customer Experience Across Industries

Abstract : The era of Digitalization and technological innovations on a continuous basis has compelled various sectors to evolve with new practices. Focusing on the retail sector from these, this paper throws light on the innovations in the retail sector which had become the need of the hour for the retailers. Companies are trying to cope up these innovations by various strategies like integration of AR/VR in the practices, providing digital platforms, integration of offline and online channels, etc. All these practices have an aim to provide unified customer experience to the consumers that ultimately leads to consumer satisfaction. The study has an objective to systematically review the existing literature on the omnichannel perspective. For a concentrated study the broad area of Channel integration has been shrinked to selected themes like the customer journey and experience after the channel integration, apart from this the topic has been studied Industry wise focusing on sectors like eyewear, furniture and beauty. For these 50 research papers were reviewed out of which 37 were selected as per the selection criteria and important information was extracted for the purpose of study. Although the results show the emerging theme of omnichannel and its impact on the consumers with reference to specific sectors making it relevant for both retailers and the consumers, but still the quantitative aspect is missing as only secondary data is being worked upon.