Current Volume 9
A Study on the Impact of Omnichannel Marketing on Customer Retention in Quick Commerce with Reference to the Grocery Sector
Abstract
This research explores the relationship between omnichannel marketing strategies and customer retention within the rapidly evolving Quick Commerce (Q-commerce) grocery sector. As delivery windows shrink to minutes, the ability to maintain a seamless and consistent brand experience across multiple digital and physical touchpoints has become a critical differentiator for market leaders like Blinkit and Swiggy Instamart. The primary objective of this study is to evaluate how integrated communication and service channels influence consumer trust and repeat purchase behavior. Employing a descriptive research design, the study utilizes a combination of primary data collected via structured surveys from grocery consumers and secondary data from industry reports. Preliminary findings suggest that while the speed of delivery serves as the initial hook, customer retention is significantly driven by omnichannel factors such as personalized engagement, cross-platform price consistency, and integrated post-purchase support. Specifically, a seamless transition between app-based ordering and real-time WhatsApp or SMS updates significantly enhances the customer’s perceived reliability of the service. The study concludes with strategic recommendations for Q-commerce firms to move beyond price-based competition, emphasizing the use of data-driven omnichannel strategies to build long-term loyalty in the highly competitive Indian grocery market.
Keywords
Omnichannel Marketing, Quick Commerce, Customer Retention, Grocery Sector, Digital Consumer Behavior, Q-commerce.
Citations
IRE Journals:
Abhishek Prajapati, Prof. (Dr.) Monica Sainy "A Study on the Impact of Omnichannel Marketing on Customer Retention in Quick Commerce with Reference to the Grocery Sector" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 643-648 https://doi.org/10.64388/IREV9I11-1717586
IEEE:
Abhishek Prajapati, Prof. (Dr.) Monica Sainy
"A Study on the Impact of Omnichannel Marketing on Customer Retention in Quick Commerce with Reference to the Grocery Sector" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1717586
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IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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