Key factors elevating omni-channel retail experience: A study of critical capability dimensions
Increasing digital disruption is driving the necessity for Omni-Channel Retailing, compelling the integration of online and offline channels. The line between online and physical retailing is blurring as retailers intend to deliver a unified experience anytime anywhere, than a mere channel specific experience. As customer expectation for seamless experience intensifies, and retailers’ organizational, operational and technical barriers persist, it would be vital to formulate a suitable strategy towards elevating Omni-Channel Retail Experience. Though prior studies have observed the need for realigning the strategy around blended advantages of multiple channels, there is a limited understanding with regards to Omni-Channel Capabilities influencing customer experience elements. Besides, it is challenging to adopt all the capabilities within a competitive timeframe. Thus, the importance of prioritizing these capabilities remains fairly underexplored. This research aims to close this gap by ascertaining key Omni-Channel Dimensions and Capabilities influencing experiential aspects, pertaining to Apparel and Fashion retail, which is a leading category in India. The research first employs a qualitative study to corroborate the appropriateness of the Omni-Channel constructs identified from literature review, in the context of Indian retail market, followed by a quantitative study to validate their influence on OmniChannel Retail Experience. The research determines key capabilities and dimensions from a retailers’ perspective that underpin key experience elements.