author(s)
Mandakini Das, Aakriti Chaudhry, Diya Gupta and Gunika Katyal

abstract
Technological advancements in the retail industry have sparked a wave of innovations that are transforming what consumers expect and how businesses operate. One standout innovation is omnichannel retailing, a strategy aimed at providing customers with a smooth and integrated shopping experience. To keep up in today’s technology driven market, many retail brands are weaving omni-channel approaches into their operations, striving to meet the changing preferences of shoppers. This paper aims to explore how aware consumers are of omni-channel retailing, while also gathering insights from store managers who are actively implementing these strategies. The results are drawn from primary data collected through structured questionnaires and interviews with executives from selected brands. The findings indicate a generally positive outlook on the adoption of omni-channel practices. However, a significant gap persists regarding consumer awareness. This underscores the importance for brands to effectively promote these services to their customers. The insights gained from this study can help retailers and store managers better understand consumer perceptions of omni-channel retailing, allowing them to tailor their strategies accordingly. It presents valuable information for researchers looking into how consumer behaviour is shifting in response to new technologies in the retail space and highlights potential areas for further research.