In today’s fast-paced techno-global times, businesses grapple with their most complex and interconnected challenges as a result of exponential technology and globalization. Interdisciplinary research provides holistic approaches to such complex problems and can be seen in an omnichannel marketing perspective. The paper investigates how integrating knowledge from data science, behavioral science, AI ethics, logistics, and sustainability encourages innovation and resilience in global markets. It also examines the development, significance, and actual impact of interdisciplinary approaches in the context of sustainable business transformation, drawing on literature and expert input from secondary sources and signals the growing role of digitalization and disruptive technologies, such as AI and biotechnology, in ethics, governance, and commercial strategy. Through a review of literature, case studies, and theoretical frameworks, the paper identifies best practices, key challenges, and opportunities and proposes a systemic model for interdisciplinary omnichannel transformation focused on sustainability, customer-centricity, and adaptability. By combining expertise in various disciplines, companies can improve customer interactions, improve efficiency, and provide environmental solutions. Unlike multidisciplinarity or transdisciplinarity, interdisciplinarity is specifically designed to enhance critical thinking, problem-solving, and collaborative research by overcoming silos. Ultimately, this study highlights the vital role of interdisciplinary collaboration in addressing the environmental, technological, and societal challenges of the 21st century and in driving long-term commercial innovation in an increasingly interconnected world.
Marketing in the digital era has become an intrinsically interdisciplinary domain absorbing the lessons of technology, behavioral science, environmental science, and cultural theory. New technologies like Artificial Intelligence, IoT, and Augmented Reality are not merely changing the consumer interaction, but they also bring serious ethical and social issues to the forefront. A synthesis of outlooks on psychology, sociology, economics, as well as sustainability, contemporary marketing approaches are intended to strike a balance between evidence-based innovation and inclusivity, transparency, and social responsibility. This trans-disciplinary strategy is critical in providing a solution to the convergence of business to the sustainable development, creation of environmental conscious consumerism, and encouragement of joint solutions between the government and the business sector. Since markets are increasingly becoming complex and interdependent across the globe, it is necessary to use interdisciplinary frameworks to bolster ethical and sustainable as well as culturally sensitive marketing practices.
Figure 1: Power of interdisciplinary innovation
Source: Authors’ own work
The digital revolution, with its Fourth and new Fifth Industrial Revolutions, has brought about complex dependencies between technologies, society, and business. The existing problems of the digital era have forced organizations to redesign their marketing approach by considering the interdependent relationships existing between the offline and online space (Kumar, 2018).
Omnichannel marketing is the driving force of this change: a method that incorporates various customer touchpoints that include physical, digital, and virtual to provide seamless and consistent consumer experiences. Nevertheless, to ensure such transformation, it takes more than technological innovation since it requires an interdisciplinary method that brings together knowledge on various disciplines to address ethical, logistical, economic, and behavioral aspects (Repko and Szostak, 2016).In this context, although prior studies have examined artificial intelligence, consumer psychology, data science in isolation, the present study explores how interdisciplinary synergies contribute to the sustainable evolution of omnichannel marketing in a techno-global environment. The paper identifies challenges, opportunities, and transformative practices through thematic synthesis and case evidence.
Research Objectives:
2.1. The Techno–Global Landscape
The dynamic, interconnected global order influenced by digital globalization and exponential technological breakthroughs is referred to as the "techno-global landscape." Digital convergence, AI-powered platforms, hyper-personalization, and rivalry driven by geopolitical technology are characteristics of this environment (Schwab, 2016). It represents issues in governance, sustainability, and equal access in addition to technical advancement (Geissdoerfer et al., 2017). According to Kumar, digital technologies are crucial touchpoints for engaging marketing audiences. Regarding social marketing, the establishment of an omnichannel strategy to give clients a seamless experience is made possible by technological advancements. (Thaichon, 2023)
2.2. Omnichannel Marketing: A Strategic Imperative
The synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels are optimized," according to Verhoef et al. (2015), explains omnichannel management (p.176). Omnichannel retailing research has garnered a lot of attention in the last ten years, with an emphasis on the conceptual and strategic elements of the market (e.g., Bodhani, 2012; Levy et al.
Over the past decade, a significant amount of research has been conducted on omnichannel retailing, focusing on consumer perceptions and behavior (Ameen, Tarhini, Shah & Madichie, 2021; Cotarelo et al., 2021; Huré et al., 2017), as well as the conceptual and strategic aspects of omnichannel retailing (e.g., Bodhani, 2012; Levy et al., 2013; Rigby, 2011).
Even though research on omnichannel retailing has advanced recently, the majority of studies still concentrate on omnichannel management perspectives like supply chain and logistics (Cai & Lo, 2020; Cummins et al., 2016; J. H. Kembro et al., 2018; Lafkihi et al., 2019; Melacini et al., 2018) and consumer decision making (Mishra et al., 2021). Meanwhile, knowledge about how technology helps businesses and customers interact in omnichannel retailing is still fragmented. Future studies should look at how new technologies change omnichannel retailing, according to recent studies like Cai and Lo (2020), which show that there is a gap regarding the function of new technologies in omnichannel management.
Omnichannel commerce encompasses complex technologies such as information technology infrastructure (Cao & Li, 2018), in-store systems (Alexander & Kent, 2022; Savastano et al., 2019), and internet stores and mobile apps (Huré et al., 2017). The success of omnichannel retailing is largely due to technological advancements like blockchain, augmented reality, virtual reality, artificial intelligence, and the Internet of Things, which have blurred the boundaries between offline and online retail environments and are altering the customer experience (Cai & Lo, 2020).
Big data and machine learning, for example, can help businesses analyze consumer preferences and behaviors to develop tailored products and suggestions across many touchpoints, improving the customer experience. To provide a cohesive consumer experience, omnichannel marketing combines digital tools, artificial intelligence, social media, and offline interaction (Verhoef et al., 2015). Through voice assistants, retail, mobile, and web platforms, it allows brands to communicate with customers in a consistent and personalized way (Lemon & Verhoef, 20).
The intersection of interdisciplinary approaches with omnichannel marketing is a relatively under-explored area in academic literature, despite growing industry interest. To build a robust conceptual foundation, this review synthesizes research across marketing, systems thinking, AI ethics, consumer behavior, and global supply chains. The goal is to explore how interdisciplinary approaches enhance omnichannel marketing to support sustainable business transformation within the broader techno-global landscape.
3.1. Interdisciplinary Thinking and Innovation
As global issues become increasingly complicated, interdisciplinarity as an academic paradigm has been gaining traction in recent decades. Interdisciplinary research combines ideas, approaches, and theories from other fields to create a cohesive framework for dealing with complex issues, claim Repko and Szostak (2016). Interdisciplinarity promotes coherence and synthesis in contrast to multidisciplinary approaches, which contrast different viewpoints without integrating them (Choi & Pak, 2006).
Interdisciplinarity is a strategic requirement in complex policy situations when single-discipline solutions are insufficient, according to Brewer (1999). This method enables businesses to combine contextual breadth and analytical depth, leading to creative problem-solving models in the corporate world. According to Cronin (2008), interdisciplinary knowledge fosters innovation by upending prevailing paradigms within silos and facilitating new insights.
This entails combining fields like data science, psychology, design thinking, logistics, and ethics in the marketing context in order to maximize the consumer trip as a whole. According to Elio and Termini (2017), mutual respect and a common language between disciplines are just as important for successful interdisciplinarity in applied contexts as technological integration.
3.2. Omnichannel Marketing as an Integrative Strategy
In the digital age, omnichannel marketing has become a key tactic that allows companies to communicate with consumers consistently and fluidly across a variety of touchpoints. Omnichannel marketing, as defined by Verhoef, Kannan, and Inman (2015), is the synergistic integration of channels, such as websites, social media platforms, mobile applications, and physical storefronts, to provide a cohesive customer experience.
According to Lemon and Verhoef (2016), omnichannel strategies need to be flexible and adaptable to changing customer preferences. Instead of mapping customer experience (CX) as discrete transactions, they suggest mapping it as a continuous, non-linear journey. A more detailed understanding of customer touchpoints is made possible by combining design thinking, predictive analytics, and customer feedback.
Additionally, scholarly research emphasizes how omnichannel tactics can improve brand loyalty, lower attrition, and increase customer retention (Brynjolfsson et al., 2013). Omnichannel is a crucial area for innovation since these results are especially beneficial in markets that are competitive and digitally disrupted.
Figure 2: E-commerce market size
With customers shopping across platforms (apps, websites, stores), a siloed approach won’t suffice. Omnichannel ensures a consistent brand experience, whether on Amazon, Flipkart, or in a physical store. The image highlights the rapid growth of e-commerce in India, with market size projected to rise from $145B in 2025 to $300B by 2030, making up 17% of overall retail. This surge signifies the mainstreaming of e-commerce and the necessity for brands to adopt omnichannel marketing, which integrates online and offline touchpoints for a seamless customer experience. The presence of diverse platforms—from fashion and groceries to healthcare—demonstrates the growing need for interdisciplinary synergies across technology, marketing, logistics, and data analytics. These synergies enable businesses to personalize offerings, streamline operations, and deliver consistent brand experiences across multiple platforms like Amazon, Flipkart, Nykaa, and PharmEasy. In this context, leveraging omnichannel strategies supported by cross-functional collaboration is essential for sustainable growth and enhanced organizational performance.
Presenting personalized recommendations is very easy in the Bigbasket web and mobile applications as a part of the shopping experience. This makes relevancy and involvement to a new level that one has never heard of. Its findings are applied to deliver individualized communication that appeals to individual, in their areas of interest and desire to buy like changing home page content and custom email marketing.
The ecosystem of JioMart is the other good example of omnichannel marketing. It has successful online underpinnings with a user-friendly web site, rich-contained mobile application and advanced WhatsApp ordering service. JioMart also engages customers through unique offers, discounts and promotions that are digitally physical boundless as they capitalise on omnichannel presence. With such a competitive atmosphere in the grocery retail business, JioMart creates the engagement and feeling of worth in the sharply competitive marketplace in which they participated in via incentives to engage through various structures, positioning the brand high on client satisfaction and customer retention rates
3.3. AI, Data Science, and Personalization
The goal of AI is to mimic human abilities in mechanical, cognitive, emotional, and learning tasks (Huang and Rust 2022). By 2030, it is anticipated that the value of AI in the marketing sector alone will have increased by 25% yearly to $72 billion (Vest 2024). Marketing practices have already seen the revolutionary applications of AI (Davenport et al. 2020). AI, for instance, is crucial for creating user interfaces that resemble those of a human, improving search capabilities (like ChatGPT), providing predictive analytics (like IBM's digital campaigns), and forecasting consumer trends and behavior (like Adext). Even though its exact effects on the company are still unknown, it is crucial to recognize AI's developing capabilities and possible marketing uses due to its enormous potential.
AI's ethical ramifications can give rise to serious worries. Artificial intelligence (AI) and data analytics are driving modern omnichannel experiences more and more. These technologies allow marketers to make real-time product recommendations, tailor content, and improve supply chains. Natural language processing (NLP) methods, machine learning algorithms, and predictive models enable hyper-personalization, which is in line with changing customer demands. According to Hoffmann et al. (2022), new technologies have made it possible for consumers to engage with virtual assistants (Longoni and Cian 2022), chat with avatars (Miao et al. 2022), or use augmented and virtual reality to view products before buying them (Tan, Chandukala, and Reddy 2022).
According to Market.Us (2024), the global avatar market is expected to reach $745 billion by 2033, which is a 46% annual growth rate, underscoring the significance of this industry.
The "evolution of virtual avatars represents a paradigm shift in digital experiences, offering unprecedented opportunities for innovation, creativity, and engagement," according to a recent report (Santana 2024).
By 2025, data, which has been named "the most valuable resource," is expected to grow by 180 zettabytes (Economist 2017; Statista 2024). Data is used by marketers to comprehend consumers and create tailored marketing plans. Despite its potential to enhance business performance, data-informed marketing poses a risk to customers by seeking to get personal information in an effort to better capture their interest (e.g., surveillance capitalism; Zuboff 2019; Kozlenkova et al., 2025).
Regulators are enacting ever-tougher privacy laws in response to customers' growing concerns about data privacy. According to Quach et al. (2022), the California Privacy Rights Act is one of several new privacy laws that will cost businesses an estimated $55 billion to comply with. A new theory that can incorporate these various elements is necessary because the combination of increased data, improved analytical tools, customers' shifting privacy concerns, and changing regulations worldwide has the potential to revolutionize marketing practice (Bleier, Goldfarb, and Tucker 2020).
Chen et al. (2021) point out, for instance, that AI helps businesses categorize consumers, predict demand, and tailor messages for different platforms. These features maximize business efficiency while also enhancing consumer engagement. In order to provide customers with experiences that are tailored to their individual needs, the FMCG industry uses artificial intelligence (AI) in hyper-personalized marketing. Previously considered a luxury, customisation is now a typical expectation in the FMCG sector. Artificial intelligence (AI) has transformed basic product recommendations into hyper-personalization, which rapidly alters interactions, data, and recommendations.
Brands in India have to compete for consumers' attention during this holiday season 11 amid a crowded marketing landscape. Brands are under pressure to embrace innovative strategies that go beyond conventional marketing as the level of competition increases. At the core of this movement is hyper-personalization, which is being driven by big data analytics and artificial intelligence. In order to enhance customer experience and increase engagement and conversion, 65% of Chief Experience Officers (CXOs) are focusing on customizing seasonal promotions with AI-driven data.
AI is very beneficial in the Hyper-personalization marketing of FMCG and useful for the speedy selling of products and the various aspects of their experiences (Thangavel, 2025).
Sangam's reinvention demonstrates how automation and artificial intelligence (AI) may rethink
marketing tactics for major corporations like Hindustan Unilever. Sangam has become a key component of HUL's marketing success in the digital era by cutting down on planning time, rerouting ad spend towards digital media, facilitating hyper-personalized engagement, and cultivating integrated campaigns. While the Shikhar app simplifies B2B e-commerce by enabling retailers to place orders directly with the company, platforms like HUL Kirana assist small store owners in streamlining operations through digital solutions.
From an interdisciplinary perspective, there are strong synergies when behavioral science and AI are combined. While AI operationalizes these insights at scale, psychology aids in the explanation of consumer motives, biases, and triggers (Kaptein et al., 2015). But without ethical frameworks, researchers like Mittelstadt et al. (2016) warn that AI applications may worsen inequality, give rise to surveillance capitalism, or result in unintended algorithmic discrimination.
LOréal has branded itself as a brand ready to face the future and as a brand connected with the contemporary life. Through its adoption of generative AI, it can provide real-time, personalized advertisements, product recommendations, chatbots and campaign visuals, such as images that are photorealistic and customized by skin tone and beauty tastes using software such as CreAItech.
Loreal has changed the way people experience beauty with the help of AR and AI. Virtual try-ons utilise tools such as ModiFace and AI-driven skin analysis provides personalized skincare recommendations via facial scan.
The mission of Loreal is sustainability. To its Future, the company has its targets of 100 percent refillable, recyclable, or compostable packaging by 2025 and 90 percent sustainable ingredients by 2030. The attitude towards its effect on the environment is also supported by such campaigns as #JoinTheRefillMovement.
By doing so, the literature suggests a dual imperative to corporations: to possess an AI-led personalization intention with ethical safeguards to ensure the protection of data privacy, fairness and integrations.
3.4 Consumer behavior and psychology:
The complex factors of consumer behavior are determined by the interplay of psychological needs with the brand name recognition, environmental awareness, and cultural factors. The psychological and emotional motivations can be thought of as going beyond the usual marketing approaches and influencing tastes and purchasing decisions (M & Kk, 2024; Mohan et al., 2024).
Figure 3 Comparison of the spending power of different classes
The fast-growing, digitally empowered, and economically affluent middle-income group in India is expected to have a growing level of discretionary income, estimated to increase to approximately $4,000 by 2030, and is a cornerstone in redefining consumption and propelling omnichannel growth driven by customer preferences. With the increasing number of people using the internet, recently surpassing 1 billion, and online shoppers increasing by 25 times since 2014, companies need to implement interdisciplinary marketing as a practice. Through behavioral science and data analytics, consumer segmentation and personalization will become very precise, and with AI and upcoming digital tools, omnichannel experiences can be smooth and in real-time. Product innovations and supply chain logistics, design thinking, and user experience innovations at the same time guarantee agile delivery and continuity in customer journeys across platforms. Furthermore, an increasing income level comes along with the growing levels of ethical and environmental awareness; thus, sustainability is an essential consideration. By synthesizing the knowledge in technology, psychology, operations, and sustainability, the foundation of responsive, ethical, and high-performing omnichannel strategies becomes real.
Familiarity and positive experiences lead to trust in the brands and loyalty, which remain important factors in engaging consumers (Tripathi, 2024; Mahato, 2024). There has likewise been a rise in the demand for environmentally having green products based on increasing environmental awareness contributed by the socio-cultural values and perceived sustainability advantages (Premchandani, 2024). Also, cultural and demographic elements, including earning potential and background, play a critical role in FMCG decisions, at least in the globalized markets (Mohan et al., 2024). A detailed knowledge of these aspects is essential in developing responsive and focus-based FMCG marketing planning. In this situation, understanding these multi-faceted aspects in a detailed manner can enable the business to design its marketing strategies to reach its target demographics and design experiences and products that pull towards them at the individual level (Abirami et al., 2024).
Figure 4: Changes in user behavior
The transformation of user behavior, characterized by the amplification of micro-transactions, declining attention span, a segmented lifestyle, and increased stress levels, contributed to the growth of an urgent necessity to apply adaptive omnichannel marketing. Customers have come to demand consistent, personalized, and intelligent interaction with touchpoints. Such a shift requires counterbalancing interdisciplinary synergies: fintech to eliminate friction in payments, behavioral sciences to produce short and captivating content, AI personalization to meet the specific needs of users, and wellness-minded design to minimize mental effort. The current behavioral pattern requires many more omnichannel strategies because additional convenience, empathy, and relevance should be addressed in every contact.
Factors such as cultural considerations, societal consequences, product specifications, self-related traits, and emotional factors were shown to positively influence consumer behavior toward foreign FMCG products. (Mohan et al., 2024)
So here are 5 psychology-backed marketing tricks that actually shape how people buy
You immediately trust everything else if you trust one item. You now trust Tata's healthcare app because they earned your trust with salt. Crazy, but accurate. Since Amul's ghee is pure, is their chocolate as well? It must also be good.
TIP: Use one strong product or message to establish credibility, then let it lead the rest of your lineup.
People are more afraid of missing out than they are of receiving anything. The statement "Only 2 seats left" is more impactful than "Flat ₹500 off."
CRED's "final chance" prize. Swiggy Instamart's "selling out fast" badges; MakeMyTrip's "only 2 seats left" badges.
Turn your messaging around. Don't reveal what they will receive. Tell them what they will miss if they do nothing.
If everyone’s doing it, it must be right. 4.9 stars? 20,000 reviews? Most ordered? Add to cart, no questions asked.
Zomato’s “most ordered.” Amazon’s “bestseller.” Mamaearth’s UGC galore.
Tip: Show proof. Ratings, testimonials, influencer posts, anything that screams “others already love this
Scarce things seem more valuable. You now NEED it, even if you didn't want it.
Nykaa: "Just one more!" "Limited drop," says H&M. Unacademy: "There are 50 spots left." (There are most likely 500.)We respond more quickly when there is less.
Add A sense of urgency, but don't pretend. Scarcity, whether time-based or stock-based, increases action. When it's genuine.
Britannia Industries has brought another sinful treat to chocolate lovers by launching NIC Bourbon Ice Cream, a rich chocolate ice cream mixed with Britannia Bourbon biscuit crumbs. It is a well-thought-out marketing idea that also relies on the psychology of the consumer to combine the elements of pleasure, nostalgia, and familiarity in the brand. It can achieve this by utilizing the halo effect and combining its popular Bourbon biscuits with chocolate ice cream, thereby creating strong emotions that augment consumer confidence in the novel product. The newness and the sensory value may stimulate impulse buying, and hence, an effective strategy to make customers more involved.
Although environmental awareness and brand loyalty are frequently highlighted, it's crucial to take into account the possible influence of economic factors like cost considerations, which may not always have a noticeable effect on purchasing decisions but can affect consumer behavior in various situations (Mohan et al., 2024). FMCG companies may create efficient strategies to satisfy customer requirements and preferences by having a thorough understanding of these various elements.
3.5. Sustainable Innovation and Circular Economy
Businesses around the world are becoming increasingly concerned about sustainability, particularly in light of resource scarcity, climate change, and changing consumer preferences. According to Geissdoerfer et al. (2017), sustainable innovation is the process of creating new goods, services, and business models that benefit society and the environment in addition to making money. In order to satisfy customer demands, adhere to legal requirements, and obtain a competitive advantage, the Fast-Moving Consumer Goods (FMCG) industry is progressively adopting sustainability. To reduce plastic waste, this change involves using recyclable and biodegradable packaging made from plant-based and reusable materials (Nwabekee et al., 2024).
By maximizing product life cycles and working together across supply chains, businesses are also putting waste reduction strategies and circular economy models into practice (Nwabekee et al., 2024; Igwe et al., 2024). Notwithstanding monitoring difficulties, ethical sourcing and supply chain transparency have grown crucial, with businesses emphasizing fair trade and traceability to gain the trust of customers (Nwabekee et al., 2024; Igwe et al., 2024). Sustainable techniques are also being adopted more quickly thanks to financial incentives and helpful government regulations like tax breaks and green certifications (Igwe et al., 2024).
Sustainability interacts with packaging (using eco-friendly materials), logistics (such as green delivery and reverse logistics), and ethical sourcing (open supply chains) in omnichannel settings. By improving route planning, cutting energy use, and eliminating waste through demand prediction, artificial intelligence (AI) can further improve sustainability (Wamba et al., 2020).
According to an Aura survey, 37% of customers in the US and Canada and 42% of consumers in Europe avoid items with unsustainable packaging, making sustainable packaging a significant factor in consumer decisions. Packaging now acts as an outward indicator of a company's environmental commitment, impacting consumer confidence and purchasing decisions. As Gillian Garside-Wight of Aura points out, in a market that is becoming more environmentally sensitive, companies must use sustainable packaging or risk losing their reputation and clients.
One important takeaway from the literature is that sustainability needs to be integrated into company operations and customer experiences rather than being viewed as an add-on or CSR role. Interdisciplinarity becomes crucial at this point. Through the integration of environmental science, logistics, design, and consumer psychology, brands may provide quantifiable and significant sustainability results in omnichannel frameworks.
3.6. The Fourth and Fifth Industrial Revolutions
The success of omnichannel retailing is greatly attributed to technological developments (such as blockchain, augmented reality, virtual reality, artificial intelligence, and the Internet of Things), which have blurred the lines between online and offline retail environments and are revolutionizing the consumer experience (Cai & Lo, 2020). The convergence of physical, digital, and biological technology is a paradigm change highlighted by Klaus Schwab's (2016) definition of the Fourth Industrial Revolution. Innovations like voice assistants, automated logistics, augmented reality, and smart cities are made possible by this convergence.
Expanding upon this, researchers such as Shrestha et al. (2021) propose the establishment of a Fifth Industrial Revolution, which is distinguished by ethical innovation, inclusive digital growth, and AI that is focused on people. Under these circumstances, omnichannel marketing becomes more than just a tool for engaging customers; it becomes a means of rethinking human-machine cooperation.
This means that omnichannel strategies that are successful need to be in line with more general changes in the way that technology, society, and business interact. Interdisciplinary thought, ethical commitment, and strategic foresight are necessary for this.
3.7. Real-World Business Applications
Several companies have operationalized interdisciplinary omnichannel strategies. For example:
These examples demonstrate how interdisciplinary teams spanning marketing, engineering, ethics, and design can co-create scalable, inclusive, and sustainable omnichannel systems.
3.8. Gaps in the Literature and Opportunities
Despite the mounting body of research, few studies have holistically examined the role of interdisciplinary collaboration in enhancing omnichannel sustainability and innovation. Most literature considers artificial intelligence, marketing, and ethical domains in isolation. Moreover, emerging market contexts like India are understated in the theoretical development of these models.
Future research must explore:
Conclusion of Literature Review
This review endorses that interdisciplinarity is both a theoretical imperative and a practical enabler of omnichannel success in the techno-global landscape. The literature affirms that blending knowledge from AI, behavioral science, sustainability, and design can help brands deliver ethical, personalized, and scalable customer experiences. However, there remains a critical need for deeper theoretical integration and empirical research to guide implementation, especially in emerging economies.
4.1 Research Design and Approach
In a techno-global setting, this exploratory, theoretical, and qualitative study employs an interpretivist paradigm to investigate interdisciplinary synergies in omnichannel marketing. Using a constructivist technique focused on literature analysis, thematic synthesis, case studies, and expert viewpoints, it places a higher priority on conceptual synthesis than empirical generalization. Due to the abstract nature of concepts like innovation and sustainability, quantitative approaches are considered inadequate.
.4.2 Methodology Components
Literature Review: A structured review across marketing, supply chain, behavioral science, IT, and ethics using databases (Scopus, Web of Science, JSTOR, etc.) and keywords (e.g., "interdisciplinary research in marketing," "ethical AI in retail"). Inclusion criteria focused on peer-reviewed works (2006–2024), highlighting theoretical frameworks and sustainable practices.
Case Study Synthesis: Snapshots from global and Indian companies (Nike, Starbucks, Unilever, Britannia, JioMart) illustrating multi-disciplinary strategies involving technology (AI, ML, IoT), ethics, and customer experience.
Thematic Analysis: Braun and Clarke’s six-phase approach guided coding using NVivo to identify patterns across theory and practice, supporting conceptual clarity with analytical rigor.
Expert Insights: Thematic extraction from secondary interviews and discussions from credible sources reflecting industry perspectives on omnichannel innovation and interdisciplinary practices.
4.3 Theoretical Framework Construction
Using systems thinking and design thinking as foundational logics, the research develops an Interdisciplinary Omnichannel Innovation Framework comprising three layers:
Outputs: Better customer interactions, improved efficiency, addressing ESG issues, inclusive innovation, and commercial value
Figure 5: Conceptual Framework
This framework was refined iteratively through abductive reasoning, starting with practical cases and matching them to abstract concepts, and vice versa.
4.4 Ethical considerations:
Though the study does not involve human subjects or primary data, ethical rigor was ensured by properly citing secondary sources, verifying credibility, and reducing bias through triangulation across literature, practice, and theory. Ethical AI is highlighted both as a theme and as a methodological value, promoting reflexivity in studying digital interventions.
4.5 Limitations of the Methodology:
The non-empirical approach, while conceptually rich, limits generalizability due to the absence of primary data and potential selection bias in case illustrations. As an exploratory study, its goal is to build frameworks rather than test hypotheses. Future empirical validation using mixed methods across geographies and sectors could strengthen and extend these insights.
Figure 6: Interdisciplinary synergies in omnichannel marketing
(Authors’ own work)
5.1. Data Science and Behavioral Science
Data analytics enables predictive modeling and segmentation, while behavioral science interprets decision-making and emotional triggers. Combined, the power of personalized omnichannel journeys can enhance customer lifetime value.
Example: Sephora integrates behavioral data to personalize in-store and online interactions, optimizing product recommendations and service engagement.
5.2. Sustainable AI and Ethical Marketing
AI-powered logistics reduce emissions via route optimization, predictive maintenance, and smart warehousing. Ethical AI frameworks ensure fairness, avoid bias, and promote responsible personalization (Geissdoerfer et al., 2017).
Example: Unilever’s eB2B platform leverages AI for demand forecasting and delivery planning while incorporating ethical standards for consumer privacy and transparency.
5.3. Global Logistics and AI
Real-time AI tools optimize shipping and demand fulfillment, while blockchain ensures supply chain traceability and ethical sourcing. These disciplines ensure both cost-efficiency and social responsibility.
Example: Amazon India’s Alexa integration enables hands-free voice commerce powered by AI and NLP, contributing to accessibility and convenience.
6.1. Starbucks: Starbucks unifies its mobile app, loyalty programs, and physical outlets. Data-driven personalization and consistent UX reflect integration across design, marketing, and data science disciplines.
6.2. Nike: Nike’s digital-physical integration enables customers to switch seamlessly between online platforms and stores. Behavioral science and experience design guide its omnichannel branding strategy.
6.3. JioMart: Combining app, web, and WhatsApp ordering, JioMart creates a hyperlocal omnichannel ecosystem. It fuses logistics, AI, and local vendor integration to enhance reach and engagement.
6.4. Britannia A-Eye: Britannia’s AI-powered shopping assistant for the visually impaired combines AI ethics, accessibility design, and behavioral research to enhance grocery shopping inclusivity.
The literature review effectively fulfills the stated research objectives by systematically addressing the interdisciplinary nature of omnichannel marketing and the transformative role of emerging technologies in sustainable business practices. The first research objective—to investigate how interdisciplinary synergies spanning data science, behavioral science, AI ethics, logistics, and sustainability improve the effectiveness of omnichannel strategies—is well reinforced throughout the review. Section 3.1 delivers a strong theoretical foundation by emphasizing the importance of interdisciplinarity in addressing complex business challenges. It highlights how integrating diverse domains leads to innovative, cohesive strategies. This is further exemplified in Section 3.7, which showcases real-world applications where companies like Unilever, Nike, and Britannia successfully combine AI, data analytics, UX design, and ethical frameworks to create scalable omnichannel ecosystems.
Sections 3.2 and 3.3 explore how advanced technologies such as artificial intelligence and machine learning are being leveraged to personalize customer experiences, optimize supply chains, and enhance engagement across digital and physical channels. These sections also acknowledge the ethical implications of AI and data usage, aligning with the focus on AI ethics. Section 3.4 delves into behavioral science and consumer psychology, explaining how psychological triggers such as the halo effect, scarcity, and social proof influence consumer decision-making in omnichannel settings. In terms of logistics and sustainability, Section 3.5 links omnichannel operations to eco-friendly practices, such as green delivery and ethical sourcing, showing how environmental goals are integrated into marketing strategies.
The second research objective, examining the impact of digital transformation and emerging technologies on sustainable practices and ethical governance, is addressed through discussions in Sections 3.3, 3.5, and 3.6. These sections demonstrate how technologies like AI, IoT, AR/VR, and blockchain are reshaping business operations, customer engagement, and environmental practices. The literature references the Fourth and Fifth Industrial Revolutions to contextualize the convergence of physical, digital, and biological systems, stressing the need for ethical and inclusive innovation. Ethical concerns surrounding data privacy, algorithmic bias, and surveillance capitalism are also critically examined, with calls for regulatory frameworks to ensure fairness and accountability.
Overall, the literature confirms that interdisciplinary approaches and emerging technologies are central to advancing omnichannel marketing and sustainable business models. It provides both theoretical insights and practical applications that validate the research objectives, while also identifying gaps in the existing literature, particularly regarding the need for empirical studies in emerging market contexts like India. This establishes a solid foundation for further research and theoretical development in this evolving domain. Following a comprehensive literature review and thematic analysis of expert interviews and case insights, several key themes have emerged that encapsulate the core dimensions of interdisciplinary synergies in omnichannel marketing
Figure 7 Emerging themes in business innovation
Source: authors’ own work
These are the themes that emerged out of thematic analysis:
The way in which synergy between different disciplinary perspectives can contribute to a more competitive commercial innovation, customer experience, and sustainability.
Codes:
How the new technologies, especially AIs, ML, cloud, and automation, can support the process of providing personalized, scalable, and effective omnichannel experiences.
Codes:
The convergence of the omnichannel strategies with the ETHOS of AI, sustainable development, and responsible innovation.
Codes:
Minimize the friction and maximize the level of customer engagement through strategic deployment of physical and digital platforms to formulate a fluid consumer experience.
Codes:
The internal and external barriers organizations face in achieving seamless interdisciplinary execution.
Codes:
How global technological shifts (4IR/5IR) are reshaping business landscapes, consumer behavior, and regulatory environments.
Codes:
Organizational capability to innovate, scale, and sustain omnichannel strategies in a dynamic business environment.
Codes:
8.1. Commercial Value Creation
Interdisciplinary integration directly enhances ROI by creating holistic, customized, and efficient omnichannel solutions (Lemon & Verhoef, 2016).
8.2. Best Practices Identified
Successful organizations in today’s dynamic environment thrive on collaborative leadership and cross-functional teams, where diverse expertise and shared accountability drive innovation and problem-solving. At the core of their strategies lies a consumer-centric design rooted in behavioral research, ensuring that products, services, and experiences align with evolving customer needs and preferences. Complementing these approaches is technological flexibility and ethical governance, which not only enable organizations to adapt swiftly to digital disruptions but also ensure responsible, transparent, and sustainable practices in their growth journey.
8.3. Challenges in Implementation
Organizations often face challenges such as silos across departments and disciplines, which limit knowledge sharing and hinder cohesive decision-making. This is further compounded by resistance to cross-functional collaboration, where entrenched mindsets and territorial behavior obstruct the flow of innovation and integration. Adding to these complexities are ethical dilemmas in AI-led marketing, including concerns about bias, surveillance, and privacy, which raise questions of trust, accountability, and fairness in consumer engagement.
8.4. Long-Term Impact
Organizations with interdisciplinary cultures outperform those with siloed structures by fostering diverse perspectives, promoting knowledge sharing, and facilitating holistic problem-solving. Integrating expertise from marketing, technology, behavioral sciences, and operations drives creativity, innovation, and anticipation of market shifts. Such collaboration enhances brand loyalty, as strategies are both technologically feasible and socially relevant, building stronger consumer trust. Moreover, interdisciplinary teams show greater resilience during disruptions from supply chain crises to global shocks—by swiftly adapting strategies and innovating solutions. As Schwab (2016) and Verhoef et al. (2015) note, this synergy enables adaptability and foresight, thereby providing a long-term competitive advantage. (Schwab, 2016; Verhoef et al., 2015). For example, companies like Unilever's Dove Real Beauty Campaign leveraged insights from psychology and social research, while sustainable packaging innovations drew on materials science and consumer behavior.
Firms need to work on three areas in order to remain competitive in the highly dynamic setting. To begin with, the organizational design must focus on the creation of cross-functional teams and the promotion of transdisciplinary learning and allow employees representing different backgrounds to work together and come up with holistic solutions. Second, an ambitious technology strategy demands an investment in modular, AI-based systems that can be flexible across platforms and responsive to new consumer and market demands. Lastly, it should be well governed and the organizations must implement ethical data policy and incorporate sustainability KPIs to guarantee transparency, accountability, and long-term trust between stakeholders.
Although very effective interdisciplinary models have a number of implementation challenges. Scalability is one of them because these models tend to need tailored implementation in various markets and industries to take into consideration unique cultural, economic, and operational conditions. The other obstacle is of the digital divide, as the developing economies might not have the required infrastructure and resources to execute such measures completely and restrict their domain and efficacy. Also, regulatory loopholes, especially the absence of specifications regarding AI and data ethics are threatening responsible innovation, which may decrease trust and reduce the rate of large-scale adoption.
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In a world where boundaries between disciplines, platforms, and geographies are dissolving, interdisciplinary synergies are the backbone of effective omnichannel transformation. This research highlights how integrating behavioral insights, advanced digital technologies, and ethical imperatives can deliver marketing solutions that are sustainable, personalized, and scalable. By framing omnichannel strategies through an interdisciplinary lens, the study underscores how businesses can not only meet but also actively shape the expectations of future consumers. The findings emphasize that the future of omnichannel marketing lies in collaborative intelligence, the collective synergy of human creativity, ethical foresight, and intelligent systems. The article highlights how evolving lifestyles, increased disposable incomes, and demographic shifts are driving consumer demand for premium, convenient, and health-conscious products. Drawing on practice-based cases and theoretical insights, the research demonstrates how organizations can leverage advanced analytics and AI to track buying behavior, predict consumer needs, and personalize marketing.to stay ahead of the curve. These technologies help optimize pricing, enhance supply chain efficiency, and enable real-time responses to market changes. By continuously monitoring market trends, competitor actions, and customer feedback, companies can stay ahead of the curve and improve consumer engagement. In essence, interdisciplinary synergies in omnichannel marketing involve breaking down silos between departments and leveraging their combined strengths to focus on the customer, ensuring a consistent and superior experience at every interaction
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