OMNICHANNEL RETAIL AS A MARKETING MECHANISM FOR GROWTH OF CONSUMER VALUE

Abstract

The article examines omnichannel retail as a marketing mechanism for the growth of consumer value in the context of digital transformation. The study systematizes contemporary scientific approaches to the interpretation of omnichannel retailing and identifies five key perspectives: integration-based, customer-centered, digital-transformation, ecosystem, and managerial-organizational approaches. It is argued that modern research has shifted from viewing omnichannel retail as merely the presence of multiple sales channels to understanding it as an integrated system of interaction with consumers based on synchronized channels, unified data management, and seamless customer journeys. The paper proposes an author’s definition of omnichannel retail as an integrated customer-centric model of retail organization that ensures synchronization of online and offline channels through a unified information system aimed at delivering a continuous customer experience and increasing consumer value. A conceptual model of the mechanism of consumer value growth is developed, demonstrating the causal relationship between channel integration, unified customer data management, omnichannel customer experience, engagement, loyalty, repeat purchase intentions, and growth of Customer Lifetime Value (CLV). The study proves that, unlike the traditional transactional retail model focused on short-term sales stimulation, the omnichannel approach enables a relational strategy based on long-term customer relationships. Through personalization, seamless interaction, and data-driven decision-making, omnichannel retail enhances customer engagement and fosters sustainable competitive advantages. The practical significance of the research lies in the possibility of applying the proposed model for developing channel integration strategies and improving marketing performance of retail enterprises in the digital economy. The findings contribute to the theoretical development of marketing research by integrating technological, behavioral, and strategic dimensions into a unified framework of consumer value growth in retail environments.