Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

Nornajihah Nadia Hasbullah · Ag Kaifah Riyard Kiflee · Saiful Anwar · K. K. Ramachandran

7 citations0/0 files storedMarketing and Management of Innovations

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Consumer Retail Behavior Studies Digital Marketing and Social Media Digital Innovation in Industries

Abstract

The omnichannel, a new concept in retailing, has surpassed the genre of electronic business (e-commerce) and has significantly influenced consumer thoughts and decisions. This approach refers to a retailing approach that has transformed the way customers shop, seamlessly transitioning between online and offline platforms due to the increased usage of smartphones and tablets. Presently, retailers are focusing on delivering excellent service experiences. However, despite being a prominent topic in the retail sector, bibliometric and systematic reviews exploring omni-channels are scarce. To contribute to further research collaboration and expand knowledge in this subject area, a bibliometric study was conducted to examine omni-channel research trends, including publication outputs, notable journals, top-performing authors, leading countries, and author keywords. A total of 773 articles were acquired from Scopus databases from 2013 to March 2023. The findings revealed a continuous increase in the number of omni-channel publications each year, indicating its growing relevance in the retail industry. Among the 61 countries analysed, Chile had the highest number of active paper publications, followed by Sweden and Spain. The systematic analysis conducted using VOSviewer identified 2103 keywords. This research explores focal points in research, evaluates trends in evolution, visualizes collaboration networks, and identifies a prominent topic in the field of omni-channel research. Cluster analysis revealed prominent topics of interest within the omni-channel context, including the grocery, fashion, luxury, and tourism domains. As a result, this study provides an information and implementation direction for the development of omni-channel retailing.

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2009Software survey: VOSviewer, a computer program for bibliometric mapping 2013Bibliometric Methods in Management and Organization 2015Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing 2020COVID-19 Pandemic: Shifting Digital Transformation to a High-Speed Gear 2018Current concepts on bibliometrics: a brief review about impact factor, Eigenfactor score, CiteScore, SCImago Journal Rank, Source-Normalised Impact per Paper, H-index, and alternative metrics 2017Toward a three-dimensional framework for omni-channel 2020Omni-channel management in the new retailing era: A systematic review and future research agenda 2020Health behaviour changes during COVID-19 and the potential consequences: A mini-review

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