Title: Omni-channel marketing approaches for enhanced consumer engagement in retail businesses

Authors: Naveen Kumar Ranganathan; Neerupa Chauhan; Janani Mylswamy; John William Arokiasamy

Addresses: Institute of Management, School of Business and Management, Kristu Jayanti (Deemed to be University), K. Narayanapura, Kothanur P.O., Bengaluru – 560077, Karnataka, India ' Department of Professional Accounting and Finance, School of Commerce, Accounting and Finance, Kristu Jayanti (Deemed to be University), K. Narayanapura, Kothanur P.O., Bengaluru – 560077, Karnataka, India ' Department of Professional Accounting and Finance, School of Commerce, Accounting and Finance, Kristu Jayanti (Deemed to be University), K. Narayanapura, Kothanur P.O., Bengaluru – 560077, Karnataka, India ' Institute of Management, School of Business and Management, Kristu Jayanti (Deemed to be University), K. Narayanapura, Kothanur P.O., Bengaluru – 560077, Karnataka, India

Abstract: In today's marketplace, businesses need to engage consumers across multiple touch points seamlessly. To address this challenge, omni-channel marketing has emerged as a strategic approach. It emphasises the integration of various channels to deliver a cohesive brand experience. This approach is essential in our digitally interconnected world. This paper provides an overview of omni-channel marketing (OCM), a strategic approach that integrates online and offline channels to enhance consumer engagement and brand loyalty. E-commerce is driven by AI and social media. COVID-19 accelerated OCM. Branding and digital capabilities are important. Digital technology impacts physical and online channels. Consumer behaviour in India needs innovative approaches. The KMO measure supports factor analysis but needs refinement. Significant correlations appear in Bartlett's test. Factors like digital touch points, personalisation strategies, customer satisfaction, technology integration, customer journey mapping, and data analytics exhibit significant loadings. Factors 1 and 2 focus on digital touch points and personalisation strategies, while factors 3, 4, and 5 represent technology integration and customer journey mapping, providing insights for marketing strategies.

Keywords: omni-channel marketing; OCM; consumer engagement; brand loyalty; e-commerce surge; social media integration; digital capabilities.

DOI: 10.1504/IJBFMI.2026.154512

International Journal of Business Forecasting and Marketing Intelligence, 2026 Vol.11 No.3, pp.289 - 310

Received: 21 Apr 2024
Accepted: 06 May 2024
Published online: 02 Jul 2026 *

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