ADAPTING CHANNEL STRATEGIES TO MEET EVOLVING CUSTOMER PREFERENCES IN OMNICHANNEL RETAILING: A CRITICAL REVIEW ON EFFECTIVE PRACTICES AND INNOVATIONS

Introduction In today’s rapidly changing retail landscape, the rise of omnichannel retailing has transformed how businessesinteract with consumers. Customers now expect a seamless shopping experience that integrates various channels, including physical stores, e-commerce websites, mobile applications, and social media platforms. This shift in

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