The impact of omnichannel customer experience on repeat purchase intentions in fashion retail
Published: July 25, 2026
Abstract
The omnichannel customer experience has become a critical trend in modern retail, offering consumers a seamless and integrated shopping journey across digital and physical platforms. This study explores the influence of omnichannel experiences on repeat purchase intentions in the fashion retail sector in Hanoi. The results reveal that the effective integration of online and offline sales channels significantly enhances customers’ likelihood of making repeat purchases. Drawing on these insights, the study proposes strategic solutions to optimize customer experience and drive revenue growth for fashion retailers.
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