Retail Customer Experience: A comparative study between Physical, Online and Omnichannel Retail.

In the 1990s, many retailers went bankrupt in an attempt to transition from traditional to online retail and currently, retailers are facing the same challenges evolving into the omnichannel model due to lack of tools and knowledge to facilitate the transition. Retail managers need to understand the different dynamics and aspects of customer experience in retail as well as how they differ from previous business models. To address these problems, there is a need to create knowledge which can be done by reviewing the conceptual and theoretical literature around customer experience across all retail models as customer experience is considered as the most important aspect of omnichannel retail. This paper provides a comparative analysis to understand the differences between traditional physical in-store retail, online e-commerce and omnichannel retail to facilitate retailers to comprehend the concepts and further create strategies to transition into the omnichannel retail successfully.