THE ROLE OF OMNICHANNEL STRATEGY IN ENHANCING CONSUMERS EXPERIENCE

Abstract: Omnichannel strategies have become key in enhancing
consumer experience by creating integrated and seamless interactions
across multiple channels. This research highlights the key factors that
contribute to the success of omnichannel strategies, including channel
integration, personalization, and experience consistency. Channel
integration allows consumers to seamlessly switch between online and
offline channels, while personalization provides relevant experiences
according to individual preferences. Consistency in communication
and offerings across channels plays an important role in building
customer trust and loyalty. Implications for business practice suggest
that companies need to invest in technological infrastructure and
human resource training to support effective implementation of
omnichannel strategies. This study also suggests that future research
explore the integration of new technologies and the challenges faced in
implementing omnichannel strategies, as well as their impact on
customer loyalty and company profits. Thus, omnichannel strategies not
only improve consumer experience, but also provide a sustainable
competitive advantage in the digital age
Keyword: omnichannel strategy, consumer experience, customer
satisfaction, technological integration