EXPLORING CUSTOMER ENGAGEMENT STRATEGIES IN OMNI CHANNEL FASHION RETAIL: INSIGHTS FROM CHENNAI'S URBAN SHOPPERS

Amalahasan, M and Sujatha, T (2026) EXPLORING CUSTOMER ENGAGEMENT STRATEGIES IN OMNI CHANNEL FASHION RETAIL: INSIGHTS FROM CHENNAI'S URBAN SHOPPERS. In: INTEGRATING ARTS, SCIENCES & HUMANITIES. 1 ed. 1, 1 (1). KBM Publications, The Nilgiris, Tamil Nadu, India, pp. 87-95. ISBN 978-81-997732-1-9

[thumbnail of KPN Book for uploading .pdf]

Text
KPN Book for uploading .pdf
Download (995kB)

Abstract

Chennai's fashion retail is evolving fast, with brands weaving online platforms,
social media, and brick-and-mortar stores into seamless experiences. This chapter examines
customer engagement in omni-channel fashion retailing, drawing from a primary field survey
of 150 shoppers across Chennai's vibrant hubs like T. Nagar and Anna Nagar. Key findings
reveal that 72% of respondents value "buy online, pick up in-store" (BOPIS) options, while
personalized notifications via WhatsApp drive 25% higher loyalty. Challenges include delivery
delays in suburban areas, affecting 45% of users. Through chi-square analysis and interviews,
we highlight actionable strategies for MSMEs, blending marketing tactics with consumer
psychology. This interdisciplinary lens integrates commerce insights with behavioral sciences,
aiding sustainable retail growth in urban India.

Item Type:	Book Section
Subjects:	Commerce > Management
Domains:	Commerce
Depositing User:	Mr IR Admin
Last Modified:	18 Jun 2026 09:30
URI:	https://ir.vistas.ac.in/id/eprint/21688

Actions (login required)

: View Item