• Radhika Subramanian
• Dr. Shreekala Bachchav

The most significant takeaway witnessed in the retail space since last few years has been the admission of the fact that both online and offline channels will co-exist and collaborate and not compete with each other. In this context, the lines are getting blurred between online and offline channels. This phenomenon has led to the emergence of omni channel retail strategy being adopted by many organizations. Omnichannel retailing refers to a multi-channel approach that allows customers not only to shop across channels, but also to interact with the brand. It provides them with a unique, complete and seamless shopping experience, breaking down barriers between virtual and physical stores, and offering exactly what they need, the moment they need it. The omnichannel strategy (Online + Offline) is expected to help in optimizing inventory holding costs, operating costs and real estate costs, while increasing brand visibility and consumer base across various regions in the country. Adopting an omnichannel strategy offers a 360-degree view of the buying behaviour of the customers which enables the retailers/ brands to improve the insights and understanding of their customers. Diving into the omni-channel approach demands a lot of investment in terms of building a holistic approach to offer a seamless experience to the customers but it surely has its long-term payout.

Retail, Omnichannel, Retail Industry, Omnichannel Retail

"To study the benefits of Omni Channel Retailing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.e528-e531, March-2023, Available :http://www.jetir.org/papers/JETIR2303466.pdf

"To study the benefits of Omni Channel Retailing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppe528-e531, March-2023, Available at : http://www.jetir.org/papers/JETIR2303466.pdf