Finding requirements and characteristics for omni-channel customer experience

Abstract

Nowadays customers are more engaged in both offline and online shopping. In physical store, consumers can have feel and touch of the product while in online store, consumers have access to reviews and information about the product. Creating the same customer experience for the consumers throughout all the channels is the today’s business market requirement. Retailers are shifting their strategies from multichannel to omnichannel. The goal of this research is figured out what can be the requirements and characteristics the retailers must consider before migrating from multichannel to omnichannel.

This research study is analyzed based on literature review and online questionnaire. Final results and findings show that both physical and online store is needed to co-exist in current scenario for both customer and retailers. They need the seamless and consistent consumer experience for both offline and online channel.