Effectiveness of Customer Engagement Through Omnichannel Retailing: A Case Study on Nykaa

Abstract

The presented study explores the effectiveness of customer engagement through omnichannel retailing, using Nykaa as a case study. In the contemporary retail landscape, where consumers interact with brands across multiple channels, understanding the dynamics of omnichannel engagement is crucial. The study outlines the existing landscape and significance of omnichannel strategies as a precursor in enhancing customer satisfaction and loyalty, particularly in the beauty and cosmetics industry. The presented literature highlights key theories and frameworks related to customer engagement, omnichannel retailing, and their impact on consumer behaviour. It emphasizes the necessity for brands to create seamless and integrated experiences across digital and physical platforms to meet evolving consumer expectations. Data collected from 62 respondents reveal critical insights into customer demographics, engagement preferences, and satisfaction levels. Findings indicate that a substantial majority of respondents agree that Nykaa provides a consistent shopping experience and perceive the quality of products across different channels as high. Additionally, a significant percentage of participants reported increased satisfaction due to diverse engagement options. Social media emerged as a pivotal channel for brand interaction, with many acknowledging its importance. The study concludes with actionable recommendations for Nykaa, emphasizing the need to enhance personalization and expand educational content across channels. While the study sample size presents limitations, the insights gained contribute valuable knowledge to the field of omnichannel retailing, demonstrating its vital role in fostering customer engagement and satisfaction in a competitive market.

Keywords: Retail, Omnichannel Retail, Phygital Retail, Customer Engagement

View PDF