A Study on Effectiveness of Omni Channel in Enhancing Consumer Purchase

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@article{1712506,
      author = {M. Gnanendra Reddy, Dr. T. V. S. S. Swathi},
      title = {A Study on Effectiveness of Omni Channel in Enhancing Consumer Purchase},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {9},
      number = {6},
      pages = {206-210},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1712506.pdf},
      abstract = {A Study on Effectiveness of Omni Channel in Enhancing Consumer Purchase This study looks at how today's shoppers move between stores, websites, apps, and social media before deciding what to buy and how an omni-channel approach can make that whole process feel easier and more connected. What today's customers expect is for everything to work well together: checking the products online, picking them up in-store, receiving the same offers everywhere, getting speedy support whenever necessary. The study shows that people really appreciate simple things because fast delivery, easy returns, one-step payments, and personalized suggestions keep them relaxed and confident in their choices, give them reasons to shop again. It also underlines the finding that when brands maintain consistency in service across touchpoints, trust and satisfaction go up organically. On the other hand, retailers still have to grapple with expensive technologies, complicated system integration, and continuous training of staff, which could break the customer experience if not handled properly. The study generally points out that a seamless, well-planned omni-channel approach will make shopping more pleasant and flexible for customers while helping to create durable loyalty for the brand.},
      keywords = {Omni-channel retail, Consumer buying behavior, Integration of channels, Shopper experience, Smooth shopping experience, Immediate inventory visibility, Tailored experiences, Delivery performance, Returns across channels, Digital change, Client satisfaction, Reliability, Buying intent, Retail technology, Behaviour of multi-channel consumers.},
      month = {December},
      doi = {https://doi.org/10.64388/IREV9I6-1712506}
  }