Enhancing customer experience and shopping value in omnichannel retailing

Volume 1, Issue 2 (Jul-Sep 2025)

Authors: B. Abirami and Ancy Antony

DOI: doi.org/10.64848/WMJ.1.2.2025.66-71

Page No: 66-71

Keywords: Omnichannel retailing, Customer experience, Shopping value, Consumer behavior, Personalization, Technological integration, Artificial intelligence, Big data analytics, Customer satisfaction

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Abstract

In the contemporary retail environment, the convergence of physical and digital channels — known as omnichannel retailing — has become a pivotal strategy for enhancing customer experience and delivering superior shopping value. This paper explores how omnichannel integration creates a seamless, personalized, and convenient journey across mutliple consumer interaction points such as physical retail stores, online shopping websites, mobile apps and social media networks. Utilizing cutting-edge technologies like AI, big data analysis, and customer relationship management systems, retailers are increasingly capable of providing tailored experiences, real-time inventory insights, and dynamic promotional offerings that significantly enhance customer satisfaction. Furthermore, omnichannel strategies contribute to increased utilitarian, hedonic, and social value, fostering not only efficient and enjoyable shopping experiences but also meaningful community engagement through integrated social platforms. Despite its transformative potential, omnichannel retailing presents ongoing challenges, including technological integration issues, data fragmentation, and consumer privacy concerns. The study identifies these limitations and highlights the need for future research, particularly focusing on underexplored areas such as the role of emerging markets, cultural differences, and the impact of innovative technologies like augmented reality and blockchain. By addressing these gaps, future investigations can provide deeper insights into sustaining competitive advantage and evolving customer expectations. Overall, the paper underscores the critical importance of continuous innovation and strategic alignment in advancing omnichannel capabilities to enhance customer experience and drive long-term value creation in the retail sector.