The rapid development of digital technologies in recent years has accelerated changes in retail environments and consumer behavior. Consumers have the opportunity to collect information, research products and make purchases by using different channels during their shopping processes. Omnichannel marketing occurs by integrating various touch points such as physical stores, websites, mobile applications, and social media to provide consumers with a consistent shopping experience. This integration eliminates the distinction between online and physical channels, allowing consumers to effortlessly switch between different touchpoints throughout their shopping journey. While digital technologies such as showrooming and webrooming support the customer experience, retailers are also adopting new technologies such as augmented reality to increase customer engagement. Factors such as perceived benefit, risk, cost and needs play an important role in consumers' channel selection. Global industry reports point to continued growth in the omnichannel market. Approximately 73% of consumers prefer to shop through more than one channel. Multi-channel marketing allows retailers to increase customer satisfaction and expand their market share.