An exploration of omni-channel customer engagement on enhancing purchase behavior: Evidence from a retail chain in Port Harcourt, Nigeria
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Background of the study
Omni-channel customer engagement integrates multiple touchpoints—online, mobile, and in-store—to deliver a seamless shopping experience that drives purchase behavior. In Port Harcourt, a retail chain’s adoption of omni-channel strategies has become increasingly important as consumer expectations evolve. By providing consistent messaging and tailored experiences across channels, retailers can stimulate consumer interest and facilitate purchasing decisions (Okoro, 2023). This study examines how integrating digital tools, social media interactions, and physical store experiences enhances customer engagement and ultimately boosts purchase behavior. The research highlights the role of technology in bridging the gap between online and offline experiences, offering a unified customer journey that reinforces brand loyalty and improves sales performance (Adebayo, 2024). However, challenges such as channel synchronization and data integration remain, which this study seeks to address through empirical analysis.
Statement of the problem
Despite the growing trend of omni-channel strategies, many retail chains in Port Harcourt encounter difficulties in achieving a fully integrated customer experience. Fragmented digital and physical interactions often result in inconsistent engagement, which hampers the effectiveness of purchase incentives. The problem lies in the lack of seamless integration between various channels, leading to disjointed customer journeys and missed opportunities for conversion. This study investigates how omni-channel engagement influences purchase behavior and aims to identify gaps in current integration efforts. By understanding these challenges, the research seeks to provide recommendations for harmonizing communication channels and optimizing engagement strategies, thereby enhancing overall purchase behavior (Okoro, 2023; Adebayo, 2024).
Objectives of the Study
To evaluate the impact of omni-channel engagement on customer purchase behavior.
To identify the challenges in integrating multiple customer touchpoints.
To recommend strategies for optimizing omni-channel interactions to drive purchases.
Research Questions
How does omni-channel customer engagement influence purchase behavior in Port Harcourt?
What are the main challenges in integrating various engagement channels?
How can retail chains optimize omni-channel strategies to enhance purchases?
Significance of the study
This study is significant as it provides empirical insights into the effectiveness of omni-channel engagement in driving purchase behavior. The findings will assist retail chains in Port Harcourt to refine their strategies, resulting in improved customer experiences and increased sales. By addressing integration challenges, the research contributes to better strategic planning and execution in omni-channel marketing, ultimately benefiting both businesses and consumers (Adebayo, 2024).
Scope and limitations of the study
The study is limited to examining omni-channel customer engagement strategies and their impact on purchase behavior within a retail chain in Port Harcourt, Nigeria. It does not extend to other retail sectors or geographic regions.
Definitions of terms
Omni-Channel Engagement: A seamless integration of multiple marketing channels to provide a consistent customer experience.
Purchase Behavior: The decision-making process and actions that lead consumers to buy products or services.
Retail Chain: A group of retail outlets operating under a single brand with coordinated strategies.
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