A Review of Omni-Channel and Advanced Technologies for Enhancing Customer Experience in the Retail Sector

Abstract

In today's competitive market, consumers would like better prices, a wider selection, and, most of all, convenience. To address the consumer needs, the businesses are being forced to transition from traditional to efficient supply chain methods. With the advancement of technology, e-commerce has become the ideal ally for making purchases. Omni-channel retailing brings multiple channels on a central platform. However, little is known as to how it is being accomplished in the retail sector. Hence, a thorough review is necessary to understand the latest scholarly work on omni-channel retailing. The study uses a systematic literature review on the scholarly work published in the period 2010-2021. The descriptive and thematic analysis is done to understand drivers and barriers in omni-channel retaining. The effects of adopting omni-channel retailing are explored in the context of the current business model. Furthermore, it was found that the business processes are optimised using advanced technologies such as artificial intelligence and machine learning to improve consumer satisfaction.