Omnichannel no varejo: uma análise bibliométrica
Keywords:
Tecnologia. Integração de canais. EstratégiaAbstract
A estratégia omnichannel é uma tendência está sendo estudada e experimentada no mercado varejista, em todo o mundo. Entende-se por omnichannel a estratégia de integração de distintos canais de venda à experiência do consumidor. Este artigo analisa a produção científica sobre o omnichannel no varejo. Assim, foi realizado um estudo bibliométrico de 104 artigos coletados da plataforma Web of Science, entre os anos de 2015 a 2020, que abordam o tema. Foi tratada a evolução de publicações ao longo do período pesquisado, os autores de maior destaque, as fontes de publicação, os artigos com maior número de citações e seus objetivos de pesquisa. Os resultados indicam que este é um tema que está ganhando destaque em meio a comunidade científica. Isso evidencia-se na observação, principalmente a partir de 2018, de uma maior abrangência de estudos com foco em seu poder de inovação tecnológica e transformação no comportamento de compra do consumidor no mercado varejista.
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