A Study on the Impact of Online and Offline Integration in Retail Marketing

This research examines the impact of omnichannel retailing—combining online and offline approaches—on customer satisfaction, decision-making behavior, and business performance in the future retail space. Retailers across the globe are using digital technologies like augmented reality (AR), mobile applications, artificial intelligence (AI), and chatbots to facilitate customer experience and loyalty. Nevertheless, there is a technological innovations–customer acceptance gap, especially in developing economies.This paper follows a mixed-methods research design involving structured questionnaires and statistical testing (Chi-Square, ANOVA, and Spearman's correlation) among a sample of 108 consumers in Chennai. The research examines demographic factors in shopping preferences and finds younger age groups to be more accepting of omnichannel experiences. The results indicate convenience, price competitiveness, and product offerings to be key drivers of retail selection. Although digital innovations are well received, services such as chatbots and virtual try-ons are given lukewarm responses.The study underlines the significance of trust, customization, and age-related strategies in the effective deployment of omnichannel models. As retailing continues to shift towards digital-first environments, the balance of human touch and technological adroitness must remain a priority in the development of significant and inclusive shopping experiences.