Year: 2026 | Month: August | Volume: 13 | Issue: 8 | Pages: 100-109
DOI: https://doi.org/10.52403/ijrr.20260810
Adoption of Omnichannel Strategies in Retail Business - An Empirical Study
Dr. D. Vijayalakshmi1, T. Karthikaa2, S. Daksha3
1Assistant Professor, Department of Commerce, PSGR Krishnammal College for Women, Peelamedu, Coimbatore, Tamil Nadu, India
2,3III B. Com, Department of Commerce, PSGR Krishnammal College for Women, Peelamedu, Coimbatore, Tamil Nadu, India
Corresponding Author: Dr. D. Vijayalakshmi
ABSTRACT
The retail business is changing due to the growth of digital technologies and online shopping. Many retailers started adopting omnichannel strategies to connect their online and offline businesses. This increases the sales and revenue of the concern. So, the study focuses on examining the impact of the adoption of omnichannel strategies on business performance and customer experience. A sample of 150 retail shops was taken for the study. Statistical tools such as descriptive statistics, chi-square and ANOVA are applied to analyse the data. The findings of the study reveal that retailers have agreed that an omnichannel strategy in the retail business has improved their overall sales and reached wider customers.
Keywords: Traditional Retailing, Omnichannel Strategies, E-Commerce, Competitiveness, Economic Growth
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