Published Paper Details:

The emergence of omnichannel marketing has significantly transformed the interaction between businesses and consumers by offering a cohesive and integrated customer experience across various digital and physical platforms. This study investigates the extent of omnichannel marketing adoption among businesses in Indore, a rapidly developing tier-2 city in central India, and its impact on consumer behaviour and business engagement. By employing correlation and multiple regression analysis on data collected from a sample of 150 respondents, the research examines the relationship between omnichannel strategies and key consumer metrics, including satisfaction, loyalty, personalization, and frequency of interaction. The findings reveal a statistically significant and positive correlation between omnichannel marketing and consumer satisfaction. Moreover, the regression results confirm that omnichannel adoption substantially enhances customer engagement, with satisfaction, loyalty, and frequency of interaction emerging as strong predictors. These insights underscore the strategic importance of omnichannel approaches for businesses seeking to build long-term consumer relationships and remain competitive in evolving urban markets.