The impact of omni-channel retail strategies on customer loyalty: An evaluation of a department store in Port Harcourt, Nigeria.
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Background of the study
Omni-channel retail strategies have revolutionized the retail experience by seamlessly integrating digital and physical shopping environments. This study evaluates how a department store in Port Harcourt utilizes omni-channel strategies to enhance customer loyalty. By bridging online and offline channels—such as e-commerce platforms, mobile applications, in-store experiences, and social media—the department store can deliver a consistent and personalized customer experience (Nwankwo, 2023). Such integration allows for real-time customer engagement, data collection, and tailored marketing initiatives that meet individual consumer needs. Research indicates that omni-channel retailing improves customer satisfaction by providing convenience and a unified brand experience, which in turn fosters higher loyalty and repeat purchases (Eze, 2024). However, challenges such as technological integration, inventory management, and maintaining consistent service quality across channels may limit its effectiveness. This study investigates these factors and assesses how omni-channel retail strategies contribute to long-term customer loyalty in a competitive retail market (Balogun, 2025).
Statement of the problem
Department stores in Port Harcourt face challenges in retaining customers due to fragmented retail strategies that do not fully integrate online and offline channels. The lack of a cohesive omni-channel approach often results in inconsistent customer experiences, which can reduce loyalty and repeat business. Despite significant investments in multiple channels, the absence of seamless integration diminishes the overall effectiveness of customer engagement strategies. This study aims to identify the critical obstacles to effective omni-channel retailing and evaluate their impact on customer loyalty (Nwankwo, 2023; Eze, 2024).
Objectives of the study:
To assess the impact of omni-channel retail strategies on customer loyalty.
To identify challenges in integrating multiple retail channels.
To recommend strategies for improving omni-channel effectiveness.
Research questions:
How do omni-channel retail strategies influence customer loyalty?
What challenges hinder effective omni-channel integration?
What measures can enhance customer retention in an omni-channel environment?
Significance of the study
This study is significant as it provides empirical evidence on the benefits of omni-channel retail strategies in enhancing customer loyalty for department stores in Port Harcourt. The insights will help retailers optimize their multi-channel approaches to foster stronger customer relationships and improve market competitiveness (Balogun, 2025).
Scope and limitations of the study:
The study is limited to one department store in Port Harcourt and focuses on the impact of omni-channel strategies on customer loyalty, excluding other performance metrics.
Definitions of terms:
Omni-Channel Retail Strategies: Integrated approaches that merge online and offline retail experiences.
Customer Loyalty: The tendency of consumers to repeatedly purchase from a brand.
Department Store: A large retail establishment offering a wide range of products.
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