Adding Bricks to Clicks and Clicks to Bricks: Going the Omnichannel Way

In a world that is becoming more globalised, businesses are looking for innovative methods to improve the customer experience. Customers use all of the retail channels available to them simultaneously, reject some, or adopt new ones (such as, making use of smartphone in an offline outlet). Retailers have to offer a consistent as well as seamless experience throughout the buying journey of consumers to compete in the present business environment. Despite increase in adoption of omni-channel retailing in India, still ambiguity prevails regarding omnichannel. The basic aim of this research is to understand the omni-channel nature using research articles. With the help of a theoretical framework, this paper explains this emerging dimension of retailing. We conducted an examination of the articles using content analysis to organize the definitions and grasp the primary attributes of omni-channel retailing, aiming to enhance our comprehension of the term. With the help of this analysis, we have identified three methods for delineating omni-channel retailing: a seamless buying experience, channel integration and a fusion of both. Having a thorough awareness of this concept will help researchers, practitioners and academicians in further enquiry.