Abstract

Abstract

Abstract

Abstract
This paper focuses on the importance of Business Intelligence (BI) tools in the business context and the urgent need for more effective implementation of time series forecasting models in these resources. It shows the utility and applicability of Sage Enterprise Intelligence (SEI), an integrated BI tool in Enterprise Resource Planning (ERP) Sage, by illustrating how it enhances data analysis and decision-making processes. Additionally, a study will show the application of time series forecasting models: Seasonal AutoRegressive Integrated Moving Average (SARIMA) and additive Holt-Winters to the sales value of a fuel sector company. The research was conducted through a case study in which sales data were collected from 2016 to 2023. The results indicate that neither of the two models exceeded the sales figures reflecting the company's market position. In this case study, both models performed well, with the residuals verifying the assumptions. However, the additive Holt-Winters model had lower errors, which is why it was selected for the final step: forecasting 12 months.

Abstract
VR (Virtual Reality) is a technology that has been gaining more and more traction over the years, with a market that keeps on increasing in size and great opportunities. This research aims to obtain a better grasp on how VR will impact the future of omnichannel marketing, with a focus on retail. Some businesses have already begun taking advantage of these technologies. They coordinate the integration of both physical and digital channels used to interact with customers in order to improve the customer experience. VR is one such channel, and it offers consumers a whole new way to do their shopping. As technology evolves, it is important that businesses and people stay informed in order to adapt to an ever-changing market. VR is an innovative technology that a lot of potential companies could take advantage of and even gain a competitive advantage over other businesses. Through VR people and businesses are able to access the metaverse. The metaverse is a digital world parallel to our own where customers can interact with brands and their virtual products. By interacting with a virtual version of a product, consumers will have a better grasp of the product they are interested in and make better decisions when purchasing the real one. This not only raises consumer satisfaction but could also be very useful. To fully grasp what VR is capable of, a literature review was performed to understand what VR is in fact and how the metaverse can be used. Finally, a Prisma systematic review will be presented with the research question “How VR will impact the future of omnichannel marketing?”. This was done in order to obtain unbiased data from which conclusions can be drawn. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.

Abstract
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. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.