Omnichannel Retailing Strategies and Their Impact on Consumer Purchase Intention and Customer Experience in The Digital Era

Abstract

Omnichannel retailing has emerged as a critical strategy in contemporary retail management, integrating multiple channels—both online and offline—to deliver a seamless shopping experience. This paper investigates the impact of omnichannel retailing on purchase intention and customer experience, emphasizing the integration of digital touchpoints with traditional brick-and-mortar stores. The study highlights the key components of omnichannel strategies, including personalization, channel integration, and technological adoption, which significantly influence consumer decision-making and satisfaction. Challenges associated with implementation, such as data management, logistical coordination, and technological barriers, are discussed. The paper also examines the scope of omnichannel strategies in improving brand loyalty, enhancing shopping experiences, and increasing purchase intention among diverse consumer segments. The findings underscore that an effectively implemented omnichannel strategy can substantially elevate customer engagement and competitive advantage in the retail sector.

KEYWORDS: Omnichannel retailing, purchase intention, customer experience, digital integration, consumer behavior, retail strategy.