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AN ANALYSIS OF OMNICHANNEL MARKETING EFFECTIVENESS IN RETAIL INDUSTRY
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NIRANJAN MURTHY N J,Prof. S Venkatesh
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Keywords
Keywords: Omnichannel Retailing, Omnichannel Marketing, Technologies Awareness, customer engagement.
Abstract
The retail industry has experienced substantial transformation in recent years, largely driven by technological advancements and evolving consumer behavior. As digital technologies reshape how consumers interact with brands, omnichannel marketing has emerged as a key strategic approach aimed at delivering a seamless and integrated customer experience across both online and offline channels. By coordinating multiple touchpoints--such as social media platforms, mobile applications, physical stores, and interactive websites--retailers are able to engage customers in a more holistic and personalized manner. Existing research indicates that effective omnichannel marketing enhances customer satisfaction, loyalty, and retention, ultimately contributing to increased sales and revenue growth. However, successful implementation requires a comprehensive understanding of customer preferences and behavior, as well as the capability to integrate data, technologies, and organizational processes across channels. Retailers that effectively adopt omnichannel strategies can achieve a significant competitive advantage, whereas those that fail to adapt may struggle to remain relevant in an increasingly dynamic marketplace. As the retail landscape continues to evolve, the strategic importance of omnichannel marketing is expected to grow further. The findings indicate that the retail sector has grown significantly in the past three years, encouraging many major organizations to implement omnichannel strategies in order to remain competitive. Unlike multi-channel and cross-channel approaches, omnichannel retailing combines digital and physical channels to create a cohesive and seamless customer journey. By adopting a customer-focused approach that prioritizes integration and personalization, it enhances customer engagement, stimulates purchase behavior, strengthens retention, and improves overall customer satisfaction. This research seeks to offer practical insights for retail businesses aiming to strengthen their competitive edge in a swiftly evolving market.
IJCRT's Publication Details
Unique Identification Number - IJCRT2603131
Paper ID - 302548
Author type - Indian Author
Page Number(s) - b97-b104
Pubished in - Volume 14 | Issue 3 | March 2026
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No Of Downloads - 31
Author Country - India, 577451, Shivamogga, Shivamogga, 577451, Commerce All
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NIRANJAN MURTHY N J,Prof. S Venkatesh, "AN ANALYSIS OF OMNICHANNEL MARKETING EFFECTIVENESS IN RETAIL INDUSTRY", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.14, Issue 3, pp.b97-b104, March 2026, Available at :http://www.ijcrt.org/papers/IJCRT2603131.pdf
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