Customer Relationships and Physical Stores in Omnichannel Context: A Qualitative Study of Retail Brand and Store Manager Perspectives

Abstract: This research paper delves into the complex domain of customer relationships within the physical stores of an omnichannel context. The primary objective is to provide a comprehensive understanding of the strategic management of these relationships by retail brands and store managers. The study draws upon a diverse range of sources, including empirical findings, background research, and theoretical suggestions, to explore the significance, challenges, and implications associated with how retail brand and store managers manage customer relationships in brick-and-mortar stores in omnichannel. The paper commences by providing an overview of the omnichannel context, the dynamics of the retailing landscape, and the crucial role played by customer relationships. Through the lenses of relationship marketing, CRM (customer relationship management), the role of physical stores and its relation to customer relationships in an omnichannel context, existing research on these topics is examined in order to establish a holistic understanding of the current state of the field and identify potential gaps in knowledge. Additionally, valuable insights into the intricacies of customer relationships within physical stores are then introduced. By examining the strategies employed by retail brand managers and the challenges they face, this study contributes to the existing body of knowledge on CRM, relationship marketing, and the effective utilisation of physical stores. The findings and implications presented in this paper serve as a foundation for future research and provide practical guidance to retail brand and store managers seeking to cultivate enduring and meaningful customer relationships in the dynamic landscape of omnichannel retailing.