OMNICHANNEL MARKETING STRATEGIES FOR RETAIL BUSINESS (KEY IJP************855)

• Dr.v.muthukumar, S. Sowndariya

Abstract

This paper examines the changing dynamics of omnichannel marketing strategies within the retail industry, highlighting their essential importance in improving customer experience and boosting sales. As consumer preferences increasingly lean towards integrated shopping experiences that span both digital and physical platforms, retailers must implement cohesive strategies that align brand messaging, streamline operations, and utilize data analytic. We review successful case studies from top retailers that have effectively adopted omnichannel strategies, emphasizing best practices in customer engagement, inventory management, and personalized marketing. Additionally, we explore the challenges and opportunities that new technologies, such as artificial intelligence and machine learning, present in enhancing multichannel initiatives. Ultimately, this research seeks to offer practical insights for retail businesses aiming to strengthen their competitive edge in a swiftly evolving market.