Research on Omni-Channel Transformation of Retail Enterprises Under Digital Background

Abstract

With the increasing popularity of digital technology, the rapid rise of new retail channels represented by mobile e-commerce and social media retail, the retail industry is experiencing a great change in the world. In this context, how to realize the transformation of 'omni-channel retail' is becoming an urgent problem for the retail industry and theoretical researchers to solve. Using the method of systematic literature review and Web of science as the sample database, this paper conducts a systematic research on the academic literature of omni-channel retail, and uses the meta-analysis method to summarize the omni-channel transformation solution from the perspective of retail management. Firstly, the concept and characteristics of omni-channel retail are analyzed and summarized. On this basis, the three-dimensional framework structure of omni-channel retail and the basis of omni-channel transformation are revealed. It defines the omni-channel transformation solution which consists of three tasks: integrating retail business, integrating channel information and improving channel visibility. This paper provides a useful reference for researchers to understand and utilize the existing research results of omni-channel retail as a whole, and provides theoretical support and scheme suggestions for the practice of omni-channel transformation of retail enterprises.