Purpose : The paper aimed to identify the important dimensions of omnichannel customer experience (OCCE). This was achieved by evaluating their relative importance from the perspective of industry practitioners in the technical consumer goods sector.

Methodology : The study incorporated five dimensions of OCCE, which were proposed by Shi et al. (2020). As part of the study, a total of 29 industry experts were chosen from the technical consumer goods sector across India and consulted, and their inputs were obtained on the relative importance of each of these five OCCE dimensions. Their responses were then further analyzed using the analytic hierarchy process (AHP), and the dimensions were then prioritized by assigning weights to the OCCE dimensions and sub-dimensions.

Findings : Connectivity emerged as the most important dimension of OCCE, which was followed by consistency and flexibility. However, personalization and integration emerged as the least important of all the dimensions of OCCE.

Originality : This research applied AHP to rank which are the most important dimensions of OCCE, which represented a novel and interesting approach in this field. Since the past literature had not examined these dimensions in detail, this study provided a meaningful contribution toward understanding omnichannel strategies.

Practical Implications : Brands and retailers belonging to the technical consumer goods sector can benefit from this study by using it as a guide to develop their omnichannel business segment. By identifying the most important omnichannel dimensions, the findings of this study inform how omnichannel platforms should be used and implemented to improve customer experience.

1. Aggarwal, P., Chauhan, K., & Chaturvedi, V. (2025). The moderating role of perceived risk in social media marketing's impact on customer engagement, e-WOM, and online repurchase intention in e-commerce: Integrating ELM and SOR models. Prabandhan: Indian Journal of Management, 18(3), 8–29. https://doi.org/10.17010/pijom/2025/v18i3/174229
2. Akturan, U., & Kuter, D. (2024). Amplifying commitment and word-of-mouth in fashion retailing through omni-channel experiences. International Journal of Retail & Distribution Management, 52(6), 706–720. https://doi.org/10.1108/IJRDM-09-2023-0545
3. Ameen, N., Tarhini, A., Shah, M. H., & Nusair, K. (2021). A cross-cultural study of gender differences in omnichannel retailing contexts. Journal of Retailing and Consumer Services, 58, Article ID 102265. https://doi.org/10.1016/j.jretconser.2020.102265
4. Bahri, R. S., Susan, M., & Gunawan, T. (2023). Exploring the influence of omnichannel experience on trust and repurchase intention in retail companies: Evidence from Indonesia. Journal of Law and Sustainable Development, 11(2), Article no. e631. https://doi.org/10.55908/sdgs.v11i2.631
5. Banerjee, P., Gupta, R., Singh, A., Saxena, A., & Banerjee, S. (2026). A multi-criteria decision analysis of sustainability-driven marketing strategies for electric vehicle adoption in emerging markets. Indian Journal of Marketing, 56(1), 50–68. https://doi.org/10.17010/ijom/2026/v56/i1/175899
6. Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni‐channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001
7. Bell, D., Gallino, S., & Moreno, A. (2016). Offline showrooms in omni-channel retail: Demand and operational benefits [Working paper]. SSRN. https://doi.org/10.2139/ssrn.2370535
8. Brindha, G., Vidya, M., & Reshma, M. (2025). AI-driven omnichannel marketing and customer experience: A bibliometric overview. Indian Journal of Marketing, 55(11), 69–92. https://doi.org/10.17010/ijom/2025/v55/i11/175822
9. Brunelli, M. (2017). Studying a set of properties of inconsistency indices for pairwise comparisons. Annals of Operations Research, 248, 143–161. https://doi.org/10.1007/s10479-016-2166-8
10. Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23–29. https://sloanreview.mit.edu/article/competing-in-the-age-of-omnichannel-retailing/
11. Bulsara, H. P., & Vaghela, P. S. (2022). Millennials' online purchase intention towards consumer electronics: Empirical evidence from India. Indian Journal of Marketing, 52(2), 53–70. https://doi.org/10.17010/ijom/2022/v52/i2/168154
12. Butkouskaya, V., Oyner, O., & Kazakov, S. (2023). The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction. Journal of Economics, Finance and Administrative Science, 28(56), 319–334. https://doi.org/10.1108/JEFAS-09-2022-0237
13. Calvo, A. V., Franco, A. D., & Frasquet, M. (2023). The role of artificial intelligence in improving the omnichannel customer experience. International Journal of Retail & Distribution Management, 51(9/10), 1174–1194. https://doi.org/10.1108/IJRDM-12-2022-0493
14. Carroll, D., & Guzmán, I. (2015). The new omni-channel approach to serving customers: Strategy implications for communications service providers. Accenture.
15. Chan, H. K., Sun, X., & Chung, S.-H. (2019). When should fuzzy analytic hierarchy process be used instead of analytic hierarchy process? Decision Support Systems, 125, Article ID 113114. https://doi.org/10.1016/j.dss.2019.113114
16. Das, S., Gupta, N., Kumar, V., & Yadav, R. K. (2025). Experiential marketing strategies in luxury restaurants: A Pythagorean fuzzy AHP approach. Indian Journal of Marketing, 55(11), 9–32. https://doi.org/10.17010/ijom/2025/v55/i11/175819
17. El Hefnawy, A., & Mohammed, A. S. (2014). Review of different methods for deriving weights in the analytic hierarchy process. International Journal of the Analytic Hierarchy Process, 6(1), 2–17. https://doi.org/10.13033/ijahp.v6i1.226
18. Frasquet-Deltoro, M., Molla-Descals, A., & Miquel-Romero, M.-J. (2021). Omnichannel retailer brand experience: Conceptualisation and proposal of a comprehensive scale. Journal of Brand Management, 28, 388–401. https://doi.org/10.1057/s41262-021-00233-x
19. Gahler, M., Klein, J. F., & Paul, M. (2023). Customer experience: Conceptualization, measurement, and application in omnichannel environments. Journal of Service Research, 26(2), 191–211. https://doi.org/10.1177/10946705221126590
20. Gao, W., Fan, H., Li, W., & Wang, H. (2021). Crafting the customer experience in omnichannel contexts: The role of channel integration. Journal of Business Research, 126, 12–22. https://doi.org/10.1016/j.jbusres.2020.12.056
21. Gopalan, R., Sreekumar, & Satpathy, B. (2015). Evaluation of retail service quality – A fuzzy AHP approach. Benchmarking: An International Journal, 22(6), 1058–1080. https://doi.org/10.1108/BIJ-05-2013-0052
22. Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3–8. https://doi.org/10.1016/j.jretai.2020.02.002
23. Jaengprajak, W., & Chaipoopiratana, S. (2022). Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: A mixed methods approach. ABAC Journal, 42(2), 1–26. https://doi.org/10.14456/abacj.2022.2
24. Kathuria, K., & Rana, P. (2016). Role of women in consumption behaviour: A comparison of working and non-working wives in Shimla town. Indian Journal of Marketing, 46(3), 22–30. https://doi.org/10.17010/ijom/2016/v46/i3/88989
25. Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers' purchase intentions towards omni-channel shopping: A qualitative exploratory study. International Journal of Retail & Distribution Management, 46(10), 959–976. https://doi.org/10.1108/IJRDM-04-2018-0074
26. Kim, R. B., Matsui, T., Park, Y. J., & Okutani, T. (2019). Perceived consumer value of omni-channel service attributes in Japan and Korea. Engineering Economics, 30(5), 621–630. https://doi.org/10.5755/j01.ee.30.5.22820
27. Kumar, G., & Uma, V. R. (2019). An optimized technique to foster omnichannel retail experience leveraging key technology dimensions in the context of an emerging digital market. International Journal of Engineering and Advanced Technology, 8(6), 5056–5061. https://doi.org/10.35940/ijeat.F9550.088619
28. Kumar, R., & Kaushal, S. K. (2019). A study of factors affecting consumer behaviour towards electronic durable goods. Indian Journal of Marketing, 49(7), 35–48. https://doi.org/10.17010/ijom/2019/v49/i7/145403
29. Li, J., & Liu, X. (2024). An agent-based simulation model for analyzing and optimizing omni-channel retailing operation decisions. Journal of Retailing and Consumer Services, 79, Article ID 103845. https://doi.org/10.1016/j.jretconser.2024.103845
30. Mishra, R., Singh, R. K., & Venkatesh, M. (2023). A hybrid multi criteria decision-making framework to facilitate omnichannel adoption in logistics: An empirical case study. Annals of Operations Research, 326, 685–719. https://doi.org/10.1007/s10479-022-04823-z
31. Nguyen, H. N. (2021). Channel integration quality, customer experience and patronage in omnichannel retailing. Journal of Distribution Science, 19(12), 23–32. https://doi.org/10.15722/JDS.19.12.202112.23
32. Nguyen, H. N., & Tran, M. D. (2023). Antecedents and outcomes of omnichannel retail customer experience. International Journal of Electronic Marketing and Retailing, 14(2), 171–189. https://doi.org/10.1504/IJEMR.2023.129883
33. Pal, A., Singh, V. V., Tiwari, C. K., & Bhat, M. A. (2025). Decoding consumer perceptions toward green financial products using analytical hierarchy process. Indian Journal of Marketing, 55(9), 29–42. https://doi.org/10.17010/ijom/2025/v55/i9/175450
34. Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400
35. Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2022). Perceived omnichannel customer experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(4), 611–632. https://doi.org/10.1016/j.jretai.2022.03.003
36. Rajan, C. R., Swaminathan, T. N., & Pavithra, M. R. (2017). Key drivers of purchase intent by Indian consumers in omni-channel shopping. Indian Journal of Marketing, 47(5), 7–20. https://doi.org/10.17010/ijom/2017/v47/i5/114233
37. Rashid, A., & Rokade, V. (2021). Multi-criterion decision making approach to assess retail service quality: A market perspective from Iraq. Prabandhan: Indian Journal of Management, 14(3), 49–63. https://doi.org/10.17010/pijom/2021/v14i3/158156
38. Rastogi, R., & Saha, S. (2025). Bibliometric analysis of omnichannel retailing trends: Insights from the last 19 years. Indian Journal of Marketing, 55(5), 45–65. https://doi.org/10.17010/ijom/2025/v55/i5/175019
39. Riaz, H., Ahmed, H., & Jibril, A. B. (2024). Reassessing customer trust and privacy concerns in omnichannel customer experience. Cogent Business & Management, 11(1), Article ID 2410405. https://doi.org/10.1080/23311975.2024.2410405
40. Riyat, M. K., & Kakkar, A. (2025). An analysis of EdTech learners: The influence of brand experiences on word-of-mouth and brand loyalty. Prabandhan: Indian Journal of Management, 18(4), 31–51. https://doi.org/10.17010/pijom/2025/v18i4/174315
41. Rooderkerk, R. P., & Kök, A. G. (2019). Omnichannel assortment planning. In S. Gallino & A. Moreno (eds.), Operations in an omnichannel world (Vol. 8, pp. 51–86). Springer International Publishing. https://doi.org/10.1007/978-3-030-20119-7_4
42. Saaty, T. L. (1977). A scaling method for priorities in hierarchical structures. Journal of Mathematical Psychology, 15(3), 234–281. https://doi.org/10.1016/0022-2496(77)90033-5
43. Saaty, T. L. (1987). Rank generation, preservation, and reversal in the analytic hierarchy decision process. Decision Sciences, 18(2), 157–177. https://doi.org/10.1111/j.1540-5915.1987.tb01514.x
44. Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025
45. Salem, S. F., & Alanadoly, A. B. (2024). Driving customer engagement and citizenship behaviour in omnichannel retailing: Evidence from the fashion sector. Spanish Journal of Marketing - ESIC, 28(1), 98–122. https://doi.org/10.1108/SJME-10-2022-0220
46. Sharma, A., Kaurav, R. P., & Koul, S. (2024). Understanding customer confusion in the marketplace: A systematic literature review. Indian Journal of Marketing, 54(12), 8–28. https://doi.org/10.17010/ijom/2024/v54/i12/174656
47. Sharma, M., Gupta, M., & Joshi, S. (2020). Adoption barriers in engaging young consumers in the omni-channel retailing. Young Consumers: Insight and Ideas for Responsible Marketers, 21(2), 193–210. https://doi.org/10.1108/YC-02-2019-0953
48. Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325–336. https://doi.org/10.1016/j.ijinfomgt.2019.09.001
49. TechSci Research. (2024). India consumer electronics and appliances market. https://www.techsciresearch.com/report/india-consumer-electronics-and-appliances-market/10640.html
50. van Laarhoven, P. J., & Pedrycz, W. (1983). A fuzzy extension of Saaty's priority theory. Fuzzy Sets and Systems, 11(1–3), 229–241. https://doi.org/10.1016/S0165-0114(83)80082-7
51. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
52. Yin, C.-C., Chiu, H.-C., Hsieh, Y.-C., & Kuo, C.-Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69, Article ID 103070. https://doi.org/10.1016/j.jretconser.2022.103070