Retail 5.0: Leveraging Sustainability for Holistic Consumer Engagement and Competitive Expansion — Responsible Consumption and Production
Year: 2025
Type: article
Study design: Observational Study
Abstract: Objective: This study evaluates the joint effect of technology, omnichannel strategies, sustainability, and employee engagement on customer shopping experience and loyalty in the retail business. More importantly, the study seeks to understand the influence of integration retail strategies on customer satisfaction and long-term engagement in different retail environments. Theoretical Framework: This research is based on the customer experience theory derived from the Experience Economy Theory by Pine and Gilmore (1998) and the Experiential Marketing Framework by Schmitt (1999). The essence of this theoretical framework is to analyze how various integrated retail strategies impact customer perception and develop loyalty. Method: A quantitative research design was applied in testing the proposed hypotheses. The data for this study were collected from retail consumers involved in multiple formats (both online and offline), through structured questionnaires. The sampling did include customers from different demographic backgrounds for comprehensive analysis. Statistical techniques such as Partial Least Square Structural Equation Modeling (PLS-SEM) were applied in assessing relationships among integrated retail strategies, customer experience, and loyalty. Results and Discussion: The results indicate that technology, omnichannel integration, sustainability, and employee engagement increase customer experience, in turn promoting loyalty. The study emphasizes integrated retail strategies as important constructs to promote personalization, satisfaction, and ultimately retention. Research Implications: Businesses should focus on sustainable and customer-centric strategies by investing in digital innovation, employee engagement, and eco-friendly practices. These findings align with the United Nations' Sustainable Development Goals (SDGs), particularly in fostering responsible consumption and production. Originality/Value: This research expands the scope of studies by focusing on the multiplicative interactions of key retail variables that have been studied individually. It offers a comprehensive framework for integrated retail strategies, thus providing new insights into customer-centric retail management. It is relevant both theoretically and in terms of practical recommendations for retailers looking to maximize customer experience and loyalty in an increasingly competitive environment.
Authors: Venkataramana Karri, T. Uma Devi, Gopal Krishna Sanapala, Dinoy Mathew, Thomas K. V.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408378066