Development of Omni-Channel at China

Consumer behaviors, market development, and relationships between businesses and consumers are all being strongly impacted by ongoing digitization and technology advancements. By offering a variety of integrated channels, retailing companies are attempting to promote these advances. The omnichannel retail approach has revolutionized retail by consolidating all customer touchpoints into a single, holistic experience. However, globally, especially in China, comprehensive scrutiny of omnichannel marketing remains limited. As a result, we present in this study a comprehensive assessment of omni-channel marketing and company success, with an emphasis on retailing in China. The developed review methodology and proposed novel classifications and categorisations can be used by researchers and practitioners alike for a structured analysis and applications of omni-channel in retailing at China.