Authors: Assistant Professor Mrs.S.Malarvizhi, Assistant Professor Dr. B. Sekar
Abstract: The emergence of touchpoints within the digital realm has revolutionized the world of retail, compelling brands to embrace omnichannel models that combine the digital and physical aspects of business operations. This study seeks to understand the influence of omnichannel retailing strategies, namely Buy Online Return In Store (BORIS), click and collect, and unified loyalty schemes, on consumer experience metrics including satisfaction, convenience perceptions, and repurchasing behavior. In doing so, this study adopts a mixed method that includes an online survey of 500 omnichannel customers as well as comparison among four retail brands. Findings reveal that integration of all channels greatly improves customer satisfaction (η² = 0.34) and purchase intention.
