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Evaluating the Benefits of Omnichannel Retail: A Systematic Literature Review Focused on Consumers

Evaluating the Benefits of Omnichannel Retail: A Systematic Literature Review Focused on Consumers

Beatrice Failli Forzoni, Ana Reyes-Menendez, Beatriz Rodríguez Herráez
Copyright: © 2022 |Pages: 28
ISBN13: 9781668434307|ISBN10: 166843430X|ISBN13 Softcover: 9781668434314|EISBN13: 9781668434321
DOI: 10.4018/978-1-6684-3430-7.ch010
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MLA

Failli Forzoni, Beatrice, et al. "Evaluating the Benefits of Omnichannel Retail: A Systematic Literature Review Focused on Consumers." Sales Management for Improved Organizational Competitiveness and Performance, edited by José Duarte Santos, IGI Global, 2022, pp. 176-203. https://doi.org/10.4018/978-1-6684-3430-7.ch010

APA

Failli Forzoni, B., Reyes-Menendez, A., & Rodríguez Herráez, B. (2022). Evaluating the Benefits of Omnichannel Retail: A Systematic Literature Review Focused on Consumers. In J. Santos (Ed.), Sales Management for Improved Organizational Competitiveness and Performance (pp. 176-203). IGI Global. https://doi.org/10.4018/978-1-6684-3430-7.ch010

Chicago

Failli Forzoni, Beatrice, Ana Reyes-Menendez, and Beatriz Rodríguez Herráez. "Evaluating the Benefits of Omnichannel Retail: A Systematic Literature Review Focused on Consumers." In Sales Management for Improved Organizational Competitiveness and Performance, edited by José Duarte Santos, 176-203. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-3430-7.ch010

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Abstract

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.

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