PACIS 2020 Proceedings


With the evolution of retailing from multichannel to omnichannel shopping experience of consumers has become seamless. Introduction of new channels in the market and continuous advancement of technology have brought forth a distinct change in the shopping behavior of customers. They are now more aware than ever. The line demarcating physical and online demands has also become fuzzier. Consequently, retailers have to serve customers with out-of-the-box thinking. This review paper systematically summarizes 81 articles of different types, which are published from 2011 onward and are indexed by Scopus. These papers discuss the significance of technology on omnichannel retailing. We have organized the research developments and associated research questions to direct future research



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