The Role of Omnichannel Strategies in Modern Retail: Integrating Online and Offline Experiences
Abstract
Despite the assumption that omnichannel reinforces customer experience and retail performance, empirical validation of the relationship between elements of omnichannel delivery is limited, particularly in the context of India where the online and offline touchpoints are still at a nascent stage of interaction. Using a mixed-methods approach, data was collected through surveys and in-depth interviews from 350 retail customers, and 50 store managers across Pune, Maharashtra. This research uses various statistical analysis to explore the relationships between omnichannel integration, customer satisfaction, purchase behaviour and brand loyalty. Insights show that as many as 73% of consumers interact with more than one channel throughout their shopping process, and 70% more likely to remember a brand which is advertised on different media channels. Marketing analysis found that uniting online and offline experiences improves both purchase intentions and customer satisfaction, and that omnichannel shoppers spend 1.7 times more than their single-channel peers. Additionally, retailers with BOPIS and in-store stock visibility can see higher conversion rates and customer retention. The report notes that businesses with strong omnichannel strategies report revenue growth 179% higher than their competitors. Such findings reaffirm why retailers must approach their business with an omnichannel mindset. This study advances the current state of knowledge of omnichannel retail dynamics in India and provides actionable insights for the retail managers keen on improving customer engagement and operational efficiency.
Keywords
Omnichannel Strategies, Customer Experience, Retail Performance, Online-Offline Integration, Customer Satisfaction, Purchase Behavior
Citations
IRE Journals:
Dr. Pradnyanand Mishra
"The Role of Omnichannel Strategies in Modern Retail: Integrating Online and Offline Experiences" Iconic Research And Engineering Journals Volume 8 Issue 9 2025 Page 1752-1760
IEEE:
Dr. Pradnyanand Mishra
"The Role of Omnichannel Strategies in Modern Retail: Integrating Online and Offline Experiences" Iconic Research And Engineering Journals, 8(9)
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