Omnichannel Strategies To Build Optimal Shopping Experiences

Role of Retailer Identity, Shopping Motivation and Personal Attributes

Abstract

In the changing retail environment, omnichannel strategies have become essential for improving customer experience and satisfaction. This study explores how personal attributes and shopping motivation influence the relationship between omnichannel approaches and retailer identity attractiveness. It also examines how retailer identity attractiveness mediates the connection between omnichannel practices and achieving the best shopping experience.

Based on the Push–Pull–Mooring (PPM) framework, the research investigates how seamless integration of online and offline channels shapes consumer perceptions, underlining the importance of maintaining a consistent brand identity across multiple touchpoints.

Using structural equation modeling (SEM) for data analysis, the findings show that omnichannel strategies have a significant direct effect on the shopping experience. However, personal attributes weaken the relationship between omnichannel retailing and retailer identity attractiveness. Conversely, retailer identity attractiveness significantly strengthens this relationship and partly mediates the impact of omnichannel strategies on an optimal shopping experience.

The results underscore the strategic importance of cultivating a strong retailer identity to reinforce omnichannel initiatives, enhance consumer shopping experiences, and foster long- term customer satisfaction. This study contributes to the omnichannel retailing literature by demonstrating how retailer identity attractiveness serves as a key mechanism in optimizing consumer experiences within an increasingly competitive retail environment.