The Intersection of Consumer Behaviour and Emerging Retail Technologies: A Systematic Review of the Forces Shaping Modern Omnichannel Retailing

Abstract

This systematic review examines the contemporary landscape of retailing, focusing on the interplay between technological advancements, consumer behaviours, and omnichannel retailing strategies. The study identifies major themes and trends in retail research, including the importance of customer experience, gender disparities in shopping preferences, the role of technology integration, ethical considerations, the impact of augmented reality (AR) and virtual reality (VR), consumer readiness for technology adoption, seamless integration of touchpoints, and the significance of emotional connections. Major findings highlight the crucial role of personalized experiences, transparency in data usage, and the need for retailers to prioritize consumer trust and engagement in their technology implementations.