A Study on the Impact of Omnichannel Marketing on Customer Retention in Quick Commerce with Reference to the Grocery Sector

This research explores the relationship between omnichannel marketing strategies and customer retention within the rapidly evolving Quick Commerce (Q-commerce) grocery sector. As delivery windows shrink to minutes, the ability to maintain a seamless and consistent brand experience across multiple digital and physical touchpoints has become a critical differentiator for market leaders like Blinkit and Swiggy Instamart. The primary objective of this study is to evaluate how integrated communication and service channels influence consumer trust and repeat purchase behavior. Employing a descriptive research design, the study utilizes a combination of primary data collected via structured surveys from grocery consumers and secondary data from industry reports. Preliminary findings suggest that while the speed of delivery serves as the initial hook, customer retention is significantly driven by omnichannel factors such as personalized engagement, cross-platform price consistency, and integrated post-purchase support. Specifically, a seamless transition between app-based ordering and real-time WhatsApp or SMS updates significantly enhances the customer’s perceived reliability of the service. The study concludes with strategic recommendations for Q-commerce firms to move beyond price-based competition, emphasizing the use of data-driven omnichannel strategies to build long-term loyalty in the highly competitive Indian grocery market.