Exploring Customer Engagement Dynamics in Omni-channel Electronics Retailing: A Multi-Touchpoint Analysis

Amol Khandagale; Shriram Dawkhar

doi:10.55524/ijirem.2025.12.4.3

Abstract

Fast changes in retail technologies and changes in consumer behavior have pushed electronics retailers to adopt an omnichannel approach. In omnichannel retail they combine online and offline platforms to provide smooth customer engagement. This research looks into how these retailers manage customer connections across different channels. It also discovers how well they bring together various touchpoints and examines how personalization and technology impact customer loyalty. Data was collected from 101 respondents which involved interaction with major Indian electronics retailers like Reliance Digital, Vijay Sales, and Croma. This study shows that while digital touchpoints, especially social media and mobile apps, tops in customer engagement, inconsistencies between channels and a lack of personalization remain ongoing problems. Most respondents want real-time stock visibility, unified loyalty programs, and smooth transitions between platforms. In mobile apps options like "Order Online, Pick Up in Store" are popular. However, the results reveal a significant gap between what customers expect and what they experience. This gap highlights underused emerging technologies and how service inconsistencies affect trust and repurchase decisions.This paper provides practical suggestions for retailers. It is important for Electronics retailers to design a seamless shopping experience across all channels if they want to flourish in the rapidly evolving market of today. This entails a smooth transition between online and in store interactions. They ought to customise offers and suggestions using clever personalisation tools. It's also critical to promote candid customer feedback. Moreover, improving physical store environments and digital platforms can enhance greater customer engagement and enduring loyalty.

Keywords

Retail Innovation, India, Omnichannel Retailing, Touchpoints, Electronics Retailers, Personalisation, Integration, Loyalty, Digital Platforms, Social Media, Mobile Apps, Emerging Technology, Seamless Online-Offline Shopping, Inventory Visibility, Loyalty Programs, Customer Engagement, Feedback, Retail Analytics, Channel Consistency.

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Cites this article as

A. Khandagale, S. Dawkhar, "Exploring Customer Engagement Dynamics in Omni-channel Electronics Retailing: A Multi-Touchpoint Analysis", International Journal of Innovative Research in Engineering & Management (IJIREM), Vol-12, Issue-4, Page No-15-20, 2025. Available from: https://doi.org/10.55524/ijirem.2025.12.4.3