Unlocking omnichannel capabilities to understand consumer retention: unravelling cross-channel integration and consumer empowerment

Purpose This study addresses a gap in understanding consumer retention in omnichannel retailing. It explores the impact of omnichannel capabilities on consumer retention by examining the roles of consumer empowerment, cross-channel integration, retailer uncertainty and consumer satisfaction. Design/methodology/approach Utilising the stimulus-organism-response theory, data from 338 Indian omnichannel consumers were analysed using SmartPLS V3 and Process Macro for SPSS. A structured questionnaire guided the investigation into the interconnected dynamics of omnichannel capabilities, consumer empowerment, cross-channel integration, retailer uncertainty and consumer satisfaction. Findings Findings suggest that omnichannel capabilities significantly and positively influence consumer retention, with a significant mediation impact on consumer empowerment and cross-channel integration. The results indicate that retailer uncertainty negatively moderates, whereas consumer satisfaction positively moderates the association between omnichannel capabilities and consumer retention. Moreover, the study unravels the mechanisms driving consumer retention in the omnichannel landscape. Originality/value This research pioneers unravelling the complexities of consumer retention in omnichannel retailing. It explores how consumer retention is enhanced through omnichannel capabilities. This study bridges a gap in existing research by examining the impact of omnichannel capabilities, consumer empowerment and cross-channel integration in omnichannel retailing. Therefore, this study provides innovative, unique and strategic adaptations in the retail industry.