Omnichannel marketing strategy and customer experience management

The fast-paced digitalization of the Indian retail market has transformed how companies shape marketing programs and experiences of customers. This paper discusses the application of omnichannel marketing by the selected Indian retailers in order to improve customer experience management. Based on qualitative multiple case study of Nykaa, Croma, Shoppers Stop and First Cry, the study examines channel integration processes, experiential management processes and relational performance. The results indicate that integrated customer databases, synchronisation and flexibility of inventory fulfilment lead to smooth customer experiences. Loyalty programmes and customised digital interactions promote credibility and repurchase. The research shows that the use of the omnichannel strategy is a customer-focused organisational ability but not a technological innovation. The research will help comprehend the experiential differentiation in the emerging market by mediating theoretical insights based on service-dominant logic, customer experience theory as well as relationship marketing. The findings point to the strategic significance of integrated digital-physical ecosystems to maintain loyalty and competitive advantage in the changing Indian retail setting.