What is it about?
Omnichannel retailing has been the most highlighted research subject during the past decade. As the business environment shifts, businesses need to adopt advanced technology to either automate or optimize their supply chain fulfillment models or acquire customers’ buying insights to increase operational efficiency and profitability. Hence, this study intends to dive deeper into Omnichannel retailing by analyzing its different subdomains and putting a way forward for future scholars to address the challenges of Omnichannel retailing in a rapidly evolving business environment.
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Why is it important?
Omnichannel retailing has emerged as solution to compete in the changing business environment. Thus this study has shown its major sub-areas and the key publications which can help future researchers to conduct relevant research in its sub-areas
Perspectives
I hope this article will make researchers visualise all the sub-areas of omnichannel retailing. The discussed findings have tried to show significant contradictions in all the sub-areas of omnichannel model
Neha Sharma
Birla Institute of Technology and Science
Read the Original
This page is a summary of: Omnichannel retailing: exploring future research avenues in retail marketing and distribution management, Retail and Distribution Management, May 2023, Emerald,
DOI: 10.1108/ijrdm-05-2022-0166.
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