Abstract:
The transformation of retail to an omnichannel environment has reshaped the rvay
consunersinteractwithfashionbrands,makingitastrategicprioritytostay
competitive. Omnichannel retail allows for seamless integration across physicai and
digital touchpoints, allowing customers to easily transition between online platforms'
mobile apps, and more. The objectives of this study are to identify the levels of
omnichannel retailing (connectivity, integration, consistency, flexibility' and
personalization) and customer engagement, to identiff the relationship befween
omnichannel retailing (connectivity, integration, consistency, flexibility' and
personalization) and customet engagement, and to identifi the impact of omnii:hannel
retailing (connectivity, integration, consistency, flexibility' and personalization) on
customer engagement..
Mainly the researcher has used descriptive analysis,.cone|.ation analysis and regression
analysis to achieve the objectives of this research study' 'This
research study has been
conducted using 385 customers in selected omnichannel ietailing
Accordingly, the resuits of the descriptive analysis found' that customer engagement m
omnichannel retailing was at a moderate level, with all'dimensions of connectivity'
integration, consistency, flexibility, and personabzalton scoring low' indicating
underdeveloped practices. According to the bivariate analysis results' connectivity'
integration, flexibiiity, and personalization showed significant positive relationships
with customer engagement, with personalization being the strongest' connectivity'
integration, flexibility, and personalization had a significant positive impact on
connectivity,withpersonalizationbeingthemostinfluentialfactor.
Key words: Omnichannel retailing, Customer Engagement
