The article aims. The purpose of the article is to study changes in consumer behavior in the context of omnichannel marketing, identify key factors influencing the choice of communication channels and purchases, as well as analyze the impact of omnichannel strategies on the effectiveness of interaction between brands and consumers. The tasks to be performed in the research process are: to determine the essence of omnichannel marketing and its main characteristics; to analyze changes in consumer behavior in the context of using different interaction channels (online, offline, mobile applications, etc.); to identify factors that influence the choice of communication channels and purchases by consumers in the context of an omnichannel strategy; to assess the role of personalization and convenience of shopping in an omnichannel environment; to investigate the impact of omnichannel strategies on consumer loyalty and their consumer habits; to provide recommendations for optimizing marketing strategies for effective interaction with modern consumers in the omnichannel environment. Analyses results. Nowadays, digital technologies are changing traditional approaches to marketing communications, they have become the main form of interaction between brands and consumers, which allows brands to maintain continuous communication with consumers, increase their loyalty and attract new customers. However, in the context of omnichannel marketing, there have been changes in consumer behavior related to purchasing methods, attitudes towards brands, expectations for quality and service, which requires improving methods for researching consumer behavior, developing new approaches to personalizing marketing campaigns and analyzing trends in consumer behavior. Analysis of consumer behavior patterns is becoming increasingly relevant due to the transformation of traditional approaches to marketing communications and the integration of new digital platforms. This requires understanding how consumers navigate different communication channels, combining online and offline experiences. The use of modern digital tools allows you to accurately track consumer behavior and preferences. Practical solutions to these problems will help marketers more accurately predict consumer needs, create effective omnichannel strategies, and improve customer interactions, which will increase business competitiveness. Omnichannel marketing significantly changes consumer behavior, as they gain the opportunity to interact with brands through various channels - online and offline, which allows them to be more flexible in their choices and make purchases in a way that is convenient for them, ensuring a seamless transition between channels. Influencing consumer behavior, businesses need to provide a continuous, consistent experience at all stages of interaction with the brand, because Consumers in the context of omnichannel marketing have become accustomed to an integrated experience, where they can start a purchase in an online store and complete it in a physical store, or vice versa. Conclusions and directions for further research. In the context of omnichannel marketing, businesses must actively use different channels to engage customers and constantly adapt their strategies, taking into account new consumer behavior patterns. Successful brands that are able to integrate their channels and personalize the customer experience have a better chance of succeeding in a competitive environment. Further scientific research will be aimed at investigating the impact of using innovative technologies on consumer behavior, such as artificial intelligence, augmented reality (AR), virtual assistants and chatbots to improve customer interactions.
Khurdei et al. (Tue,) studied this question.