Omnichannel Strategies in Retail Marketing: A PRISMA-Based Systematic Literature Review and Bibliometric Analysis
Abstract
This study aims to map and synthesize the development of research on omnichannel strategies in retail marketing. The research was undertaken to address the fragmented nature of existing studies, which predominantly focus on customer outcomes while overlooking organizational enablers. A PRISMA-based systematic literature review, combined with a bibliometric analysis, was employed to ensure a rigorous, transparent, and replicable approach. Following a structured screening process, 70 relevant empirical articles published between 2020 and 2025 were analyzed to identify publication trends, dominant themes, and research gaps. The findings indicate that omnichannel research has grown rapidly and is strongly centered on customer experience, satisfaction, loyalty, and behavioral intentions, reflecting the prominence of Customer Journey Theory. However, limited attention is given to internal organisational capabilities. By integrating the Resource-Based View, this study highlights the importance of coordinated internal resources for effective omnichannel implementation and provides directions for future research and managerial practice.
Keywords
Bibliometric Analysis, Omnichannel Strategy, Retail Marketing, Systematic Literature Review
References
Ainiyah, N., Ilmiddaviq, M. B., & Setiono, H. (2024). Tax avoidance: Tinjauan literatur yang sistematis menggunakan bibliometrik. Bisman, 7, 473–484. https://doi.org/10.36815/bisman.v7i2.3383
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Chawla, P., Chawla, M., & Jain, A. (2024). Omni-channel strategies integrating digital and physical experiences: The role of omni-channel strategies in integrating physical and digital touchpoints (pp. 279–292). https://doi.org/10.4018/979-8-3693-7620-1.ch013
Isnaini, F., Maulida, A. S., & Agustin, H. (2024). The role of omnichannel strategy and service excellence in beauty retail. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 7(2), 51 - 60. https://doi.org/10.26533/jmd.v7i2.1338
Itani, O., Loureiro, S., & Ramadan, Z. (2023). Engaging with omnichannel brands: The role of consumer empowerment. International Journal of Retail & Distribution Management, 51, 238–261. https://doi.org/10.1108/IJRDM-02-2022-0044
Khalid, B. (2024). Evaluating customer perspectives on omnichannel shopping satisfaction in the fashion retail sector. Heliyon, 10(16), e36027. https://doi.org/10.1016/j.heliyon.2024.e36027
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Luo, L., Sheng, Y., & Song, Y. (2023). A historical review on omni channel retailing consumer research. Operations and Supply Chain Management: An International Journal, 435–449. https://doi.org/10.31387/oscm0550402
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350–366. https://doi.org/10.1016/j.ijresmar.2018.12.002
Sohrabi, C., Franchi, T., Mathew, G., Kerwan, A., Nicola, M., Griffin, M., … Agha, R. (2021). PRISMA 2020 statement: What’s new and the importance of reporting guidelines. International Journal of Surgery, 88, 105918. https://doi.org/10.1016/j.ijsu.2021.105918
Taiminen, H., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22, 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84, 523–538. https://doi.org/10.1007/s11192-009-0146-3
Veginadu, P., Calache, H., Gussy, M., Pandian, A., & Masood, M. (2022). An overview of methodological approaches in systematic reviews. Journal of Evidence-Based Medicine, 15(1), 39–54. https://doi.org/10.1111/jebm.12468
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Wahyuni, N., & Kurniawati, K. (2023). The effect of omni-channel channels on customer satisfaction in retail fashion in Indonesia. International Journal of Application on Economics and Business, 1(2), 586–598. https://doi.org/10.24912/ijaeb.v1i2.586-598
Жалінська, І. (2024). Research streams in the domain of omnichannel in marketing management: Bibliometric review. Via Economica, (4), 87–95. https://doi.org/10.32782/2786-8559/2024-4-12
Published
How to Cite
Issue
Section
Copyright
Copyright (c) 2026 Toto Heru Dwihandoko
The author(s) retain full copyright of this work. The copyright holder grants the journal the right of first publication and the right to distribute the work under the terms of the selected open-access license.
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
All published content in Takuana: Jurnal Pendidikan, Sains, dan Humaniora is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY NC SA 4.0). This license allows others to share, copy, redistribute, and adapt the work for non-commercial purposes, as long as proper credit is given to the original author(s) and source, and any derivative works are distributed under the same license.
Attribution must include a clear citation of the original work and a statement indicating whether any changes were made. Commercial use is not permitted under this license and there is no additional legal or technological restrictions may be applied. For more information about the license terms and permissible use, please refer to the full license text available here.
