Omni-channel marketing approaches for enhanced consumer engagement in retail businesses

Naveen Kumar Ranganathan, Neerupa Chauhan, Janani Mylswamy and John William Arokiasamy

International Journal of Business Forecasting and Marketing Intelligence, 2026, vol. 11, issue 3, 289-310

Abstract: In today's marketplace, businesses need to engage consumers across multiple touch points seamlessly. To address this challenge, omni-channel marketing has emerged as a strategic approach. It emphasises the integration of various channels to deliver a cohesive brand experience. This approach is essential in our digitally interconnected world. This paper provides an overview of omni-channel marketing (OCM), a strategic approach that integrates online and offline channels to enhance consumer engagement and brand loyalty. E-commerce is driven by AI and social media. COVID-19 accelerated OCM. Branding and digital capabilities are important. Digital technology impacts physical and online channels. Consumer behaviour in India needs innovative approaches. The KMO measure supports factor analysis but needs refinement. Significant correlations appear in Bartlett's test. Factors like digital touch points, personalisation strategies, customer satisfaction, technology integration, customer journey mapping, and data analytics exhibit significant loadings. Factors 1 and 2 focus on digital touch points and personalisation strategies, while factors 3, 4, and 5 represent technology integration and customer journey mapping, providing insights for marketing strategies.

Keywords: omni-channel marketing; OCM; consumer engagement; brand loyalty; e-commerce surge; social media integration; digital capabilities. (search for similar items in EconPapers)
Date: 2026
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