Published Paper Details:

Technology development and ongoing digitalization have a significant impact on buyer behavior, market growth, and interactions between businesses and customers. Companies try to respond to these changes by providing a variety of channels. Researchers and industry experts have suggested omnichannel retailing as the most viable strategy for providing multiple platforms experience in recent years. Customers can use channels seamlessly, interchangeably, and individually with the help of an omnichannel approach. One of the most significant developments in retail sector in recent years, omni-channel has had a significant impact on a number of fields, including marketing, retailing, communication, and information systems. In order to create a seamless shopping experience that increases customer's convenience and customer engagement throughout customer journey. A brand's omni-channel marketing plan integrates all accessible channels together. Omni-channel strategy describes a perfect strategy that provides a variety of channels in line with recent technological advancements and current customer behavior. By allowing customers to use multiple consumer-store interaction channels at once (for example, using mobile Internet access in a physical retail store to research products and/or compare prices), omni-channel marketing aims to provide customers with a holistic shopping experience. This research paper aims to provide an overview of the current state of the art for this phenomenon. It has two major contributions. Firstly, it will try to give knowledge about omnichannel retailing. Secondly, this paper aims to clearly distinguishing between the ideas of multi-, cross-, and omni-channel retailing, it first lessens the ambiguity of the word "omni-channel." The theoretical and managerial implication of this emerging topic also have been discussed in this paper. The findings suggest that the retailing sector has experienced a sharp increase during the last three years. Consequently, many huge organizations have started using omni channel retailing in order to compete in the market. Because omnichannel retail uses both online and physical spaces to supply goods and services, it varies from multi-channel and cross-channel retailing and contributes for the retail sector's rapid development. Additionally, it is a customer-centric strategy that offers seamless and customized customer experiences, which ultimately promotes more purchases, increased customer engagement, retention, and satisfaction.