A Study on the Influence of Mobile Apps on Omnichannel Retail Success

This research explores the rising role of mobile applications in omnichannel retail and their influence on consumer behaviours, decision-making, and retail performance. Mobile apps are increasingly becoming the touchpoint that connects physical and digital shopping experiences, offering convenience, personalization, and real-time access. A primary survey among 103 respondents—mainly young adults aged 18–25—revealed strong usage patterns favouring electronics and apparel purchases through apps. Features like digital payments, app-exclusive offers, and product comparisons significantly impact consumer trust and loyalty. Statistical tests (Chi-Square, ANOVA) showed that factors such as age and income did not significantly affect mobile app usage. The study emphasizes the growing universality of mobile commerce and provides strategic insights for retailers to optimize mobile-first omnichannel experiences.