This bachelor’s thesis is a literature review researching how customer experience is created through the omnichannel marketing. Changes in retail business driven by digitalization and new technologies have multiple influences on the interaction between organizations and customers. At the same time the importance of customer experience has been widely recognized both in academia and in practice. Customer Experience creation is an interactive process which is influenced by all the touch points between a customer and an organization that produces some kind of experience in the customer. Customer Experience refers to the holistic experience in customer during a purchase event that can be influenced by the organization’s actions. In the context of omnichannel marketing the customer experience is created through an interaction and the channel interaction considering all the different channels of an organization holistically.