Analyzing the Impact of Omni-Channel Retailing on Consumer Convenience and Loyalty
Author Details
Author 1: Ms.Ayesha Sana Sheikh Mobin
MBA II year, Marketing
Department of M.B.A
P. R. POTE PATIL COLLEGE OF ENGINEERING AND MANAGEMENT, AMRAVATI
sanaayesha53920@gmail.com
Author 2: Prof. F. K. Thomas
Assistant Professor
Department of M.B.A
P. R. POTE PATIL COLLEGE OF ENGINEERING AND MANAGEMENT, AMRAVATI
florence.thomas09@gmail.com
ABSTRACT
In the present digital era, retailing has evolved significantly due to technological advancements and changing consumer shopping behaviour. Consumers today prefer using a combination of online and offline channels to fulfil their purchasing needs, especially in the apparel and footwear sector. This integrated retail approach, known as omni-channel retailing, aims to provide a seamless and convenient shopping experience to customers. The purpose of this study is to analyze the impact of omni-channel retailing on consumer convenience and loyalty with special reference to apparel and footwear consumers in Amravati city.
The study focuses on understanding consumer awareness and usage of online and offline shopping channels and examining how convenience factors such as time efficiency, ease of ordering, payment flexibility, delivery services, and return processes influence consumer loyalty. A quantitative research design was adopted for the study. Primary data were collected from selected respondents using a structured questionnaire designed on various measurement scales. Secondary data were gathered from reputed journals, research articles, and industry reports to support the study. The collected data were analyzed using statistical tools such as percentage analysis and basic comparative analysis.
The findings of the study indicate that consumers prefer brands offering both online and offline shopping options due to higher convenience, flexibility, and trust. Effective omni-channel integration positively influences customer satisfaction and encourages repeat purchases and brand loyalty. The study provides valuable insights for retailers operating in tier-2 cities like Amravati to enhance their omni-channel strategies and improve overall customer experience.
Keywords:
Omni-Channel Retailing, Consumer Convenience, Consumer Loyalty, Apparel and Footwear Industry, Online and Offline Shopping, Retail Integration, Customer Experience
