Omnichannel marketing: structured review, synthesis, and future directions

ABSTRACT This study synthesises current understanding and developments in omnichannel marketing, provides a comprehensive and structured review of this domain, and suggests future research directions. The research adopts a structured literature review approach to analyse and synthesise 174 omnichannel-related papers published from 2011 to 2021. Within the omnichannel-related literature, omnichannel marketing is in its infancy stage. We find mature themes such as consumer behaviour, customer decision, and customer experience, as well as emerging topics such as customer engagement and switching experience, thus allowing us to define key trends in omnichannel marketing. We apply a holistic perspective and present a novel and original review of omnichannel marketing within an up-to-date, comprehensive picture of omnichannel-related studies. This study is useful for practitioners as it outlines the pillars of recent developments in omnichannel marketing based on scholarly literature.