DRIVING CUSTOMER ENGAGEMENT IN OMNICHANNEL RETAILING: EVIDENCE FROM FASHION SECTOR

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