Augmented Reality in Omnichannel Marketing: A Systematic Review in the Retail Sector

Remaining current with emerging trends and technologies is crucial for businesses to stay at the forefront, satisfy consumer demands, and maintain competitiveness. As marketing strategies such as phygital and omnichannel tactics continue to evolve, technologies like augmented reality are becoming increasingly relevant and disruptive. Augmented reality is an innovative technology that is currently revolutionizing omnichannel marketing strategies. It offers numerous opportunities in both the metaverse and phygital marketing, greatly improving the overall customer experience, increasing sale success rate, and improving brand image. A systematic review using PRISMA methodology incorporating a total of six studies explores augmented reality (AR) technology’s influence on omnichannel marketing strategies in the retail industry. The findings analyze AR, omnichannel marketing, and the metaverse in-depth, their interplay, and how they influence the customer journey, experience, and behavior. This study explores how to effectively integrate AR into omnichannel marketing for retail, emphasizing on harnessing synergies between channels and devising targeted strategies. Research gaps in the literature are identified and future steps to seamlessly integrate channels through AR technology in retail.