This study explores into the risks of purchasing garments through omnichannel retail systems in the fashion sector, with a focus on Coimbatore City. Omnichannel techniques link physical stores, online stores, mobile applications, and social media to provide seamless shopping experiences; nevertheless, they are also complex, which can reduce consumer happiness and business success. Inconsistent product information, problems in online transaction security, delivery issues, and difficulties with returns and exchanges are all serious risks. A structured questionnaire and convenience sampling were used to obtain data from 100 people. According to the survey, the majority of respondents were more youthful, mostly female, and had a high level of education. The study suggests that dealing with these risks with increased payment security, consistent product quality, effective evidence-based techniques, simplified return procedures, less hidden costs, and better packaging may dramatically improve the reliability and efficacy of omnichannel shopping. These insights may help businesses create strategies that deliver a safe and enjoyable omnichannel purchase experience, resulting in improved customer relationships and operational efficiency.

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Examining Risks in Omnichannel Fashion Purchases

  • B. Abirami,
  • Ancy Antony,
  • Meghna Rajan,
  • K. S. Geetha,
  • Shivani Rajendran,
  • M. Sheela Hepsiba,
  • T. Vidhya Vijayakumar,
  • Anand Vardhan Singh

摘要

This study explores into the risks of purchasing garments through omnichannel retail systems in the fashion sector, with a focus on Coimbatore City. Omnichannel techniques link physical stores, online stores, mobile applications, and social media to provide seamless shopping experiences; nevertheless, they are also complex, which can reduce consumer happiness and business success. Inconsistent product information, problems in online transaction security, delivery issues, and difficulties with returns and exchanges are all serious risks. A structured questionnaire and convenience sampling were used to obtain data from 100 people. According to the survey, the majority of respondents were more youthful, mostly female, and had a high level of education. The study suggests that dealing with these risks with increased payment security, consistent product quality, effective evidence-based techniques, simplified return procedures, less hidden costs, and better packaging may dramatically improve the reliability and efficacy of omnichannel shopping. These insights may help businesses create strategies that deliver a safe and enjoyable omnichannel purchase experience, resulting in improved customer relationships and operational efficiency.