WHAT MATTERS THE MOST FOR OMNICHANNEL RETAILING (OCR) IMPLEMENTATION IN DEVELOPING COUNTRIES: A SYSTEMATIC REVIEW
FAIZATUL HIQMAH

UNIVERSITAS AIRLANGGA
UNIVERSITAS HAYAM WURUK PERBANAS

Abstract

This study conducted a systematic review of empirical research on omnichannel retailing in developing countries. A total of 35 articles reviewed were taken from the point of view of consumers and the point of view of retailers to find out how to implement omnichannel retailing in developing countries. Research on omnichannel itself is mostly carried out in developed country settings that already have a high level of technological maturity. Therefore, research on the implementation of omnichannel retailing in developing countries is considered important. The results of this study indicate that from the consumer^s point of view, channel integration is crucial when making purchases through OCR. On the other side of the retailer^s side, channel integration is one of the big obstacles to implementing OCR as a whole. Furthermore, this research also offers a model that can be used for the development of the omnichannel retails industry in the future.

Keywords: omnichannel, retailing, developing countries, systematic review

Topic: Marketing management