Analyzing the Impacts of Omni-Channel Strategies on Augmenting Customer Experience in the Retail Domain

Abstract

Omnichannel commerce offers a smooth buying experience from the very first to the very last customer touchpoint. Omnichannel retailing is a practice of conducting business across a variety of channels, such as social media, marketplaces, physical stores, and more. This study aims to investigate the implication of integrating multiple channel platforms in the modern retail landscape to enhance the overall customer experience. The study identifies key factors influencing customers' agreement with Omni-channel strategies and reveals the mediating effect of these strategies on customer experience.The methodology used to develop the proposed model is the Partial Least Square Equation Modelling Technique. A quantitative research process was adopted, and the data was collected through a questionnaire from 506 respondents.

Methodology – The research collects data through an online and offline mode. At the beginning of the questionnaire, a screening question was set up to ask whether the respondent is an Omni-channel shopper i.e., using more than one mode in their purchase process. We received a total of 525 responses from Omni-channel shoppers out of which a total of 506 responses were considered for analysis after deleting duplicate items.

A systematic sampling technique was used for selecting the sample and the selection of the respondents was done both offline and online based on the type of sales channel used during the shopping journey. The partial least square–structural equation modelling (PLS-SEM) software were employed to analyze and test proposed hypotheses.

Findings - The findings reveal the importance of perceived value, social influence, and perceived uncertainty/risk as primary factors of customers' willingness to adopt Omni-channel strategies. The findings also demonstrate a strong mediating effect of Omni-channel strategies on usage intention, suggesting they stimulate customers to engage across different channels. However, it is important to note that while these strategies significantly contribute to encouraging usage intention, their mediation effect on customer experience is only partial, indicating a moderate impact on enhancing overall customer satisfaction.

Originality- The insights gained from this research offer valuable guidance for retail managers aiming to develop and implement effective Omni-channel strategies.