The rapid development of Information and communication Technology and the growth of Internet of Things concept accelerate the transformation of marketing environment into the era of marketing 4.0 In this era the market becomes more inclusive horizontal and social-oriented. Social media eliminate geographic and demographic barriers enabling people to connect and communicate limitlessly. Customers communicate more with each other and their decision-making process rely more on social trends. The access to wider range of news and information increases customers’ choices of purchasing and bargaining power which directly affects retailers who target the end users. The objective of this article is to review related literatures in order to study the suitability of the Omni channel retailing concept to the retail business in 4.0 marketing era. The result of this study suggests that the suitable approach for retail businesses is to do the Omni Channel retailing a multi-channel distribution approach using interconnect data and operating systems. Through this seamless channel of distribution approach customers can enjoy fast and convenient shopping experiences that suit their lifestyles as well as the customized services that increase the level engagement between customers and retailers resulting in the continuous growth of the retailing business.

The cross-cultural customer experience and the service environment were two of the most important aspects of retailing that should be prioritized particularly in pharmacy shops. This research investigated the retail experience at the pharmacy store from the perspectives of people from a variety of diverse backgrounds and different geographical locations. The interview was planned and performed by the researcher using a semi-structured format. Participants were recruited from a variety of community-based pharmaceutical shop during the pandemic in the Bangkok areas. The researcher applied convenience sample with the assistance of the owner of the pharmaceutical shop. The analysis of the data was transcribed verbatim and analyzed for key themes via manual inductive coding and constant comparison. The research participants shared their personal experiences with purchasing drugs and associated items during the pandemic. They were also exposed to the stores atmosphere and sanitary environment. Misappropriation of retail space might be caused by dissatisfaction with the shopping experience. A variety of behavioral strategies that improved the retail experience such as creating a dedicated section in the shop for relevant items or updating the in-store environment may help improve the retail experience for customers. The authors provided suggestions for how retailers might use their newly acquired knowledge about consumer behavior. Each of these themes also offered the possibility of further investigation in the future.