Omnichannel Synergy: A Review of the Convergence Between Digital and Physical Retail

Retailing is undergoing a remarkable transformation brought by recent advances in technology. Technology developments, shifting customer habits, and globalization have all had a major impact on the retail industry throughout the years.The advent of omnichannel shopping has completely changed how conventional e-commerce companies’ function, which has led to significant adjustments in customer expectations and decision-making procedures. With this in mind the purpose of the current paper is to provide comprehensive and concise state of the art of literature review in omnichannel retailing. We study the Stimulus- Organism- Response framework to understand the decision of omnichannel shoppers. The present investigation is based on a thorough analysis of existing research papers, which were found after a thorough search of different databases like EBSCO, Google Scholar, Web of Science covering the work of last five years. This body of work was carefully examined in order to examine its goals, approach, and main contributions. Apart from doing a thorough analysis of the research, we also contribute to the body of literature by understanding the evolution of omnichannel retailing and how it has changed the decision power of consumers.