Omnichannel marketing: a systematic review and research agenda

ABSTRACT

In today’s business landscape, customers hold a central position. They possess extensive knowledge and understanding of various brands’ products and services. Consequently, it has become crucial for businesses to engage customers through multiple channels and touchpoints, encompassing both online and offline realms. By delivering a versatile and seamless brand experience, companies can gain a significant advantage over their competitors. Understanding the omnichannel marketing strategy and its applications has thus become indispensable. The literature review findings enable a deeper understanding of the omni-channel strategies employed by brands. They also shed light on the customer-centric focus within omnichannel marketing and the factors that influence omnichannel performance. Additionally, the study endeavours to construct a theoretical framework for omnichannel marketing and explore its implications for managers and academicians. In summary, this research paper offers a comprehensive examination of omnichannel marketing, encompassing its conceptual underpinnings, practical implementation, and prospects. By delving into the strategies adopted by brands, emphasizing the importance of customer-centric approaches, and identifying key factors that impact omnichannel performance, the study provides valuable insights for both industry practitioners and academic researchers.

KEYWORDS:

• Omni-channel
• literature review
• customer experience
• customer journey

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

A. Mansurali

Dr. A. Mansurali is an Assistant Professor at the Department of Management, Central University of Tamil Nadu. He is an avid researcher and a well-rounded academician in business management, with a particular focus on marketing, analytics, and applied research. He has completed the Business Analytics certification from Harvard Business School (Online).

Gladys Stephen

Dr. Gladys Stephen Faculty Fellow-Marketing AreaIndian Institute of Management Kozhikode, Kerala, India.

Dharun Kasilingam

Dr. Dharun Kasilingam is an academically distinguished scholar who became the youngest Ph.D. recipient from the National Institute of Technology, Trichy (NIT Trichy) at the mere age of 25. His scholastic journey boasts of a Masters of Engineering (M.E.) in Industrial Engineering and a Ph.D. in Marketing and Analytics.

Daniel Inbaraj Jublee

Dr. Daniel Inbaraj Jublee is currently employed as an Assistant Professor of Marketing at the Indian Institute of Management Raipur. He obtained his Ph.D. in Management and Master of Business Administration from the Department of Management Studies at the National Institute of Technology Tiruchirappalli.