Efficiency of Omnichannel Retail in Heritage Tourism using IoT

The world is digitally connected more than ever, and this has dramatically affected our working life. To deal with this integration, we are dealing with digital involvement in our daily lives. The Omnichannel method is essential. Omnichannel is a multi-pronged strategy aiming to provide customers with integrated shopping information. However, its challenges need to be overcome to have a better customer experience. Major challenges include a lack of visibility of goods and metrics, sales of goods, real-time data validation, and customer loyalty and retention. All these challenges can be solved with the installation of IoT. IoT helps us manage inventory, and RFIDs can help us track inventory, distribution, and delivery assurance. With IoT, we can get personalized rewards and discount coupons, which can go a long way in helping customer loyalty and retention. IoT is mighty and can transform the Omnichannel in an unprecedented way. The concept of Omnichannel and IoT is focused on creating a personalized experience that the customer can access on all devices. It can be helpful for both the service provider and the clients taking the service. Businesses can benefit from this because the process is more efficient, and more customer information can bring more profit to the company. In online travel and retail, "omnichannel" has become increasingly popular. Thanks to digital technology, the pace at which new potential for arranging heritage events may be explored has increased dramatically. Heritage is documented, preserved, and communicated using digital and new intelligent technologies; new smart devices and mixed reality are altering the modelling and delivery of heritage goods and services to create novel tourist experiences that boost the efficiency of the heritage industry. This study uses a narrative method to analyze the secondary data collected from various reports, research papers and online blogs to understand the role of IoT in omnichannel retailing in heritage tourism. The result shows that this IoT-based virtual and physical interaction between customer and product opens up new possibilities for customer engagement and establishing long-term relationships in omnichannel retail. The result also shows that when IoT is included in omnichannel, it tends to include all the stakeholders. This study also states the future research scope in this field.