An appraisal of customer engagement through omnichannel retailing: A case study of shopping malls in Plateau State
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- 1-5 Chapters
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- NGN 5000
Background of the Study
Omnichannel retailing is a strategy that integrates various sales channels, such as physical stores, online platforms, mobile apps, and social media, to create a seamless and cohesive customer experience. In recent years, omnichannel strategies have gained traction in the retail industry due to the increasing shift in consumer behavior towards digital platforms, especially in the wake of the COVID-19 pandemic (Abdulahi et al., 2024). In Plateau State, shopping malls are central to retail activity, but they face growing competition from both traditional retail outlets and online platforms. As such, shopping mall operators in the state are increasingly adopting omnichannel strategies to enhance customer engagement and improve sales performance.
By incorporating digital tools such as e-commerce websites, mobile apps, and social media into their retail operations, shopping malls can offer customers the flexibility to shop online and in-store, providing a more convenient and personalized shopping experience (Ajayi & Yusuf, 2023). However, the success of omnichannel retailing hinges on a business’s ability to integrate these channels effectively and ensure consistent customer interactions across them. The challenge faced by many shopping malls in Plateau State is determining the best ways to engage customers through omnichannel retailing and measure the impact of this strategy on customer loyalty and retention.
Statement of the Problem
Despite the growing adoption of omnichannel retailing by shopping malls in Plateau State, there is limited research on the effectiveness of these strategies in enhancing customer engagement. Many shopping malls may be struggling with integrating their online and offline channels, resulting in inconsistent customer experiences. This study aims to appraise how customer engagement through omnichannel retailing influences consumer loyalty and sales performance in shopping malls in Plateau State.
Objectives of the Study
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To evaluate the omnichannel retailing strategies used by shopping malls in Plateau State.
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To assess the impact of omnichannel strategies on customer engagement in shopping malls in Plateau State.
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To determine the relationship between customer engagement through omnichannel retailing and retail sales performance in shopping malls in Plateau State.
Research Questions
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What omnichannel retailing strategies are employed by shopping malls in Plateau State?
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How does omnichannel retailing influence customer engagement in shopping malls in Plateau State?
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What is the impact of customer engagement through omnichannel strategies on sales performance in shopping malls in Plateau State?
Research Hypotheses
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There is a significant positive relationship between omnichannel retailing strategies and customer engagement in shopping malls in Plateau State.
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Customer engagement through omnichannel retailing positively affects sales performance in shopping malls in Plateau State.
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The integration of digital channels with physical retail operations enhances customer satisfaction and loyalty in shopping malls in Plateau State.
Scope and Limitations of the Study
This study will focus on shopping malls in Plateau State, examining their omnichannel retailing strategies and their effects on customer engagement. Limitations may include variations in the degree of omnichannel adoption and customer preferences across different malls.
Definitions of Terms
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Omnichannel Retailing: A retail strategy that integrates both online and offline sales channels to create a seamless customer experience across all platforms.
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Customer Engagement: The emotional connection and level of interaction a customer has with a brand, which can include browsing, purchasing, and engaging with marketing content.
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Sales Performance: A measure of a retail business’s ability to generate revenue through its sales activities, often quantified by sales volume or revenue.
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Digital Channels: Online platforms such as websites, mobile apps, and social media that are used for retail operations and customer interactions.
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