OMNICHANNEL RETAIL DYNAMICS AND CONSUMER EXPERIENCE: AN EMPIRICAL ANALYSIS OF PHYSICAL AND DIGITAL TOUCHPOINTS IN RANIPET DISTRICT

Abstract

The retail sector has experienced significant transformation with the emergence of omnichannel strategies that integrate physical and digital shopping environments. This study examines omnichannel retail dynamics and consumer experience with specific reference to physical and digital touchpoints in Ranipet District. The research adopts an empirical approach based on primary data collected from 150 respondents using a structured questionnaire. The analysis focuses on consumer awareness, experience, and satisfaction within an integrated retail framework. Statistical tools, including descriptive analysis and one-sample t-tests, were employed to evaluate consumer perceptions. The findings indicate that consumers demonstrate a high level of awareness regarding omnichannel retail practices and exhibit favorable experiences when interacting across multiple channels. Digital platforms were found to enhance convenience, while physical stores continue to play a complementary role in shaping consumer satisfaction. The study concludes that effective channel integration significantly influences consumer experience and satisfaction, offering valuable implications for retailers seeking to improve customer engagement and service efficiency in evolving retail environments.