author(s)
DL Arunachalam, S Ramakrishnan and Prathikshaa S

abstract
Due to the omnichannel transformation in the retail industry, the shopping experience for the customers has changed, effectively removing the distinction between the two models of shopping: online and offline. This study is, therefore, interested in inquisitive about the variations in the consumers’ channel preferences and how channel-switching occurs. Through the lens of channel context, we focus on the analysis of shopping-oriented behavior constructs such as convenience, price, experience with the seller, and experience with the product. Our research uses questionnaires and interviews with a wide audience and focus on the relevance of channels when developing an omnichannel approach. The study outlines critical strategies that a retailer could use to improve customer experience and the return of customers to the store through the integration of omnichannel marketing.