“Omnichannel Shopping Experience: A Study on the Integration of Offline DMart Stores and the DMart Ready App”

Registration ID: IJNRD_322385

Published ID: IJNRD2603448

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Mrs.S.Elizabeth Pravena, Mrs.K.Sridivya, Mrs.Chityala Soumya

Key words: Omni channel, offline, online, Dmart ready app, customer satisfaction.

The rapid development of digital technologies has significantly reshaped the retail industry, prompting retailers to implement omnichannel strategies that seamlessly combine physical stores with online platforms. This study explores the omnichannel shopping experience by examining the integration between the offline DMart store and the DMart Ready mobile application. Specifically, the research analyzes how factors such as channel integration, product availability, application usability, and service quality influence consumers’ perceived omnichannel convenience, overall customer satisfaction, and their likelihood to recommend the service to others. Primary data were collected from 100 customers using a structured questionnaire. Statistical tools such as percentage analysis, Cronbach’s Alpha reliability analysis, correlation analysis, and regression-based interpretation were applied. The results reveal that effective channel integration, better service quality, and improved app usability positively influence omnichannel convenience and customer satisfaction. The study concludes that omnichannel convenience significantly enhances customer satisfaction and encourages customers to recommend the service to others. The findings provide important insights for retailers seeking to strengthen omnichannel retail strategies.

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Mrs.S.Elizabeth Pravena, Mrs.K.Sridivya, & Mrs.Chityala Soumya (March-2026). “Omnichannel Shopping Experience: A Study on the Integration of Offline DMart Stores and the DMart Ready App” . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(3), e320-e331. https://ijnrd.org/papers/IJNRD2603448.pdf

Volume 11 Issue 3, March-2026

Pages : e320-e331

Paper Reg. ID: IJNRD_322385

Published Paper Id: IJNRD2603448

Research Area: Management All

Author Type: Indian Author

Country: Hyderabad, Telangana, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2603448.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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