Abstract

Purpose: This study aims to systematically analyze current research trends in digital transformation in retail, focusing on omnichannel integration, artificial intelligence, and big data analytics. Our research addresses how these technologies are reshaping retail strategies and customer experiences in an increasingly digital marketplace. Research design and methodology: Following PRISMA guidelines, we conducted a systematic literature review of 25 carefully selected papers published between 2007-2024. Our search utilized major academic databases including Web of Science, Scopus, and ScienceDirect, with keywords related to retail, digital technologies, consumer engagement, and sustainability. We employed thematic analysis to identify key patterns and relationships across the literature. Results: Five key research areas emerged: omnichannel strategies and consumer experience, AI and big data applications for operational efficiency, AR/VR technologies for innovative shopping experiences, pandemic impacts on accelerating digital transformation, and digital technologies supporting sustainable retail practices. Our findings reveal that digital technologies are revolutionizing retail across the entire value chain, from product planning to after-sales service, with the COVID-19 pandemic serving as a significant catalyst. Conclusions: Retailers can gain competitive advantages through consumer-centric omnichannel strategies, data-driven systems, innovative customer experiences, resilient business models, and sustainable operations. This study contributes to both academic research and practical development in retail digital transformation