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Key Factors Impacting Success Of Omnichannel Retailing: A Managerial Perspective, Anuradha Narasimhan

Dissertations and Theses Collection (Open Access)

Omnichannel retailing has revolutionized consumer behaviour with consumers seamlessly flitting between offline and online channels as they explore, shop, buy, receive, and exchange or return products and services. The COVID-19 pandemic has accelerated digital and omnichannel adoption by consumers as retailers and brand owners create strategies and deployment to stay ahead. Omnichannel retailing is about seamless channels from the consumers’ perspective and about integrated channels from the firms’ side. This firm-focussed study examines the key factors driving success of omnichannel retailing using a mixed-methods approach – we conducted twenty-five depth interviews and received 146 responses to the quantitative survey from …