AN APPRAISAL OF OMNICHANNEL STRATEGIES ON SEAMLESS CUSTOMER EXPERIENCE: A STUDY OF A DEPARTMENT STORE IN PORT HARCOURT.
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- NGN 5000
Background of the study:
Omnichannel strategies integrate multiple channels—both online and offline—to create a unified, seamless customer experience. Department stores in Port Harcourt are increasingly implementing omnichannel approaches to meet the evolving expectations of modern consumers who demand a consistent brand experience regardless of the touchpoint (Afolabi, 2023). By synchronizing in-store services with e-commerce platforms, mobile apps, and social media, these retailers can offer personalized experiences, real-time inventory updates, and integrated customer support. This comprehensive approach enhances customer convenience, reduces friction during the purchasing process, and drives customer satisfaction and loyalty. Effective omnichannel strategies also enable retailers to collect valuable data from various sources, which can be used to refine marketing tactics and improve product offerings. However, achieving seamless integration remains challenging due to technology gaps, process misalignment, and high implementation costs. This study examines the impact of omnichannel strategies on the overall customer experience in a department store, assessing how these strategies contribute to consistent brand messaging and improved service delivery (Okeke, 2024). The research aims to provide actionable recommendations for optimizing omnichannel integration to enhance customer satisfaction and loyalty (Ibrahim, 2025).
Statement of the problem:
Although omnichannel strategies have the potential to enhance the customer experience, department stores in Port Harcourt face significant challenges in achieving true integration across all channels. Inconsistent data synchronization, technological limitations, and organizational silos often result in fragmented customer experiences, diminishing overall satisfaction (Afolabi, 2023). These issues make it difficult for retailers to deliver a unified brand experience, negatively impacting customer retention and revenue growth. A comprehensive evaluation of these challenges is required to identify effective solutions and streamline omnichannel operations (Okeke, 2024).
Objectives of the study:
To assess the impact of omnichannel strategies on customer experience.
To identify challenges in achieving seamless integration across channels.
To propose recommendations for optimizing omnichannel operations.
Research questions:
How do omnichannel strategies influence the customer experience in department stores?
What challenges hinder effective omnichannel integration?
What measures can improve the consistency of customer interactions across channels?
Significance of the study:
This study is significant as it provides insights into optimizing omnichannel strategies to enhance customer experience. The findings will assist department stores in Port Harcourt in creating a seamless shopping environment, ultimately leading to higher customer satisfaction and improved loyalty (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to a department store in Port Harcourt, Nigeria, focusing exclusively on omnichannel strategies and customer experience metrics.
Definitions of terms:
Omnichannel Strategies: Approaches that integrate multiple marketing channels for a unified customer experience.
Customer Experience: The overall perception and satisfaction of consumers during their interactions with a brand.
Department Store: A large retail establishment offering a wide range of products.
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