American International Journal of Research and Innovation

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Customer Experience Management in Omnichannel Retailing

Author(s) Hanna Berg
Country United States
Abstract The rapid evolution of digital technologies has transformed the retail industry by changing how customers discover products, interact with brands, and complete purchasing decisions. Omnichannel retailing has become a significant strategic approach that integrates physical stores, online platforms, mobile applications, social commerce, and customer support systems into a connected retail ecosystem. Within this environment, Customer Experience Management (CEM) plays a critical role in designing consistent, personalized, and meaningful interactions throughout the customer journey.This study examines the role of Customer Experience Management in omnichannel retailing by analysing how channel integration, personalization, service responsiveness, digital convenience, and relationship quality influence customer satisfaction and loyalty intentions. A simulation-based analytical methodology was applied to evaluate the relationship between omnichannel capabilities and customer experience outcomes. The proposed framework considers major experience dimensions that contribute to customer perceptions and behavioural responses in digitally connected retail environments.
The findings suggest that effective omnichannel experience management improves customer satisfaction by reducing interaction barriers, increasing perceived convenience, and strengthening trust between customers and retailers. The study emphasizes that successful omnichannel strategies require more than the presence of multiple channels; they require strategic coordination, data-driven personalization, and continuous improvement of customer interactions. The research contributes to retail management literature by providing an integrated perspective on how experience-oriented strategies support competitive advantage in modern retail ecosystems.
Keywords Customer Experience Management, Omnichannel Retailing, Customer Satisfaction, Digital Transformation, Personalization, Customer Loyalty, Retail Innovation
Field Engineering
Published In Volume 2, Issue 4, July-August 2020
Published On 2020-07-01
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