Exploring Customer Engagement in Omni-Channel Fashion Retail: Evidence from Chennai City

The way people shop for fashion has changed quite noticeably over the past few years,
especially with the growing presence of omni-channel retailing. Customers today do not rely
on a single mode of purchase; instead, they move fluidly between physical stores, mobile apps,
websites, and even social media platforms before making a decision. In a city like Chennai,
where traditional in-store shopping habits still coexist with increasing digital adoption,
understanding how customers engage across these multiple channels becomes particularly
important. This study focuses on examining customer engagement in select omni-channel
fashion retail outlets in Chennai, with attention to how different touchpoints influence their
overall shopping experience. The research is based on primary data collected from 180
respondents through a structured questionnaire, supported by insights drawn from relevant
academic and industry sources. A descriptive research design has been adopted, and tools such
as percentage analysis, correlation, and basic statistical measures have been used to interpret
the responses. The observations from the study suggest that customers tend to feel more
connected with brands that offer a smooth and consistent experience across channels. Features
such as checking product availability online before visiting stores, receiving personalized
suggestions, and having flexible purchase or return options seem to play a meaningful role in
shaping engagement. At the same time, a few gaps are still visible, particularly when customers
experience differences between what is promised online and what is delivered in-store. Overall,
the study indicates that customer engagement in omni-channel fashion retailing is not driven
by technology alone, but by how well these channels are connected in practice. For retailers
operating in Chennai’s evolving market, the ability to create a simple, reliable, and connected
shopping journey appears to be more important than just expanding digital presence.