Authors: Dr. Mohammed Abdul Raffey, Dr.Sonali Parmeshwar Rathod
Abstract: The retail industry has undergone significant transformation due to digitalization, changing consumer expectations, and technological advancements. Omnichannel retailing has emerged as a strategic approach that integrates multiple shopping channels to provide a seamless and consistent customer experience. Consumers today interact with brands through physical stores, websites, mobile applications, social media platforms, marketplaces, and customer service channels, expecting a unified and personalized experience across all touchpoints. The present study examines the concept of omnichannel retailing and its impact on consumer experience management in the digital age. The study explores the evolution of omnichannel retailing, key components of consumer experience management, emerging trends, opportunities, and challenges faced by retailers. Based on secondary data from academic literature, industry reports, and market analyses, the study finds that omnichannel strategies significantly improve customer satisfaction, loyalty, engagement, and business performance. However, retailers continue to face challenges related to technological integration, data management, cybersecurity, and operational complexity. The study concludes that successful omnichannel retailing requires a customer-centric approach supported by advanced technologies, integrated systems, and continuous innovation.
DOI: http://doi.org/10.5281/zenodo.20711766
