What is Multi-Channel

With the evolution of the retail industry, the concept of omnichannel has emerged as a new strategy that merges the online and the offline world. The purpose of this research is to evaluate the benefits of an omnichannel retail strategy through a systematic literature review focused on consumer-related concepts. This chapter follows an exploratory methodology to collect and analyze available literature on omnichannel retail, which also focuses on consumers. The results have been reviewed through a scientometric analysis and an in-depth, qualitative analysis to highlight the main research areas and find underexplored topics. With this chapter, the authors are bringing a significant scientific contribution by identifying and filling a research gap. In fact, the present systematic literature review highlights the consumer perspective and highlights new research areas that other authors are encouraged to explore to further enrich the omnichannel literature.