OMNICHANNEL FOR ONLINE & OFFLINE MARKETING: A SYSTEMATIC LITERATURE REVIEW

Abstract

Omnichannel is now a trend for use during disruptions, such as the COVID-19 pandemic. Higher profit opportunities are one of the goals of its application to online and offline marketing channels. Therefore, this research aims to evaluate the application of omnichannel to online and offline marketing channels. It also intends to provide further insight and direction to future research. This research used a Systematic Literature Review (SLR) of omnichannel with online and offline marketing channels. Subsequently, 1527 articles were processed from 2010 to May 2021 from databases and publishers such as Ebsco, ProQuest, Emerald, Elsevier, Science Direct, and Taylor & Francis, and processed through the SLR procedure to become 25 articles.

Research limitations/implications – The review is limited to analyzing and making claims on research papers that explicitly apply the term omnichannel. In most of the reviewed papers, omnichannel is the main object of interest especially to describe offline and online channels.

The review results showed that omnichannel’s online and offline marketing application is a superior strategy performed in the current era and conditions. However, the similar policy treatment does not necessarily have the same impact on both channels, just as promotions have more impact on offline than online channels. This research provides a pilot review to measure the latest literature related to omnichannel in online and offline marketing and provides insight into the implications of the platform and the direction of further research.