OMNICHANNEL RETAIL STRATEGY: HOW TO MEET THE NEEDS OF TODAY’S SHOPPERS

Abstract

This research paper investigates the retail industry’s phenomenon through omnichannel marketing phenomenon and studies the significant transformative effects. Nowadays, buying over the internet and using digital instruments, consumers have achieved unparalleled self-sufficiency and effortlessly navigated from one digital and physical channel to another. Moreover, choosing a people-focused approach—integrated channel—implies that companies will align with one another and create a unified purchasing experience. It addresses the difficulty of technological development by simultaneously considering each generation’s increased value, especially millennials and generation- z, who choose to buy digitally. The empirical evidence in this study shows that retailers are engaging with some severe challenges in implementing integration due to insufficient resources and the necessity of extensive and dependable IT infrastructure to maintain level interactions. Omnichannel retail has been proven to increase consumer retention, generate clear consumer interests, and increase the general consumer satisfaction level when it comes to obtaining personalized recommendations. These results delve deep into the mechanisms of omnichannel retail and provide strong insight for retailers to take the customer-centric approach. A choice of life in the supermarket dominated by digital space.