Title: Global Perspectives and Emerging Dimensions of Multidisciplinary Research
Chief Editors: Dr. Jagdish Kumar Sahu and Ms. Machado Sneha John
Associate Editors: Dr. Sree Lakshmi Ammanamanchi and Dr. Divya R. Patel
Co-Editors: Mr. Hruthik J. R and Dr. Shishira Srinivasa
ISBN: 978-93-7183-027-0
Chapter: 4
DOI: https://doi.org/10.59646/833/04
Author: Dr Surekha R. Dhende
Abstract
The retail sector is undergoing a significant transformation with the rapid expansion of organised retail, digitalisation, social media and e-commerce. The consumer buying process is no longer confined to traditional physical stores but increasingly involves multiple physical and digital retail touchpoints. This study examines the impact of retail touchpoints on consumer purchase decisions, focusing on physical and digital interactions. The study aims to examine and compare the influence of these touchpoints on consumer purchase decisions and identify their effectiveness in shaping consumer behaviour. The research is based on secondary data collected from academic journals, research papers, books, industry reports, websites and published studies related to retail marketing and consumer behaviour. A descriptive and analytical approach is adopted to interpret the available evidence. The findings highlight the need for retailers to integrate physical and digital touchpoints to create an effective omnichannel retail experience and enhance consumer engagement and purchase outcomes. The study concludes that both physical and digital touchpoints significantly influence consumer purchase decisions, although their effectiveness varies according to consumer preferences, product categories and shopping situations.
Keywords: Retail Touchpoints, Consumer Behaviour, Physical Retail, Digital Retail, Social-Commerce, Purchase Decisions, Omnichannel Retail