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@article{187519,
        author = {BAGALI AMBREEN},
        title = {Omni-Channel Retailing and Customer Experience: A Case of Reliance Trends},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {5679-5680},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187519},
        abstract = {The rapid growth of digital commerce has reshaped consumer buying behavior, compelling retailers to integrate online and offline operations. Omni-channel retailing has emerged as a strategic solution for ensuring a seamless and unified customer experience. This case study examines how Reliance Trends, India’s leading fashion retail chain, implemented an omni-channel retail model to enhance convenience, personalization, and engagement. The case highlights the company’s digital integration initiatives, customer experience challenges, and operational constraints in delivering a consistent brand experience across physical stores, mobile apps, and the JioMart platform. The findings suggest that while Reliance Trends has achieved significant progress in digital adoption and customer satisfaction, further alignment of backend systems and store-level processes is required for achieving true omni-channel excellence.},
        keywords = {Omni-Channel Retailing, Customer Experience, Digital Commerce, Retail Strategy, Reliance Trends, E-Commerce Integration, Indian Retail Sector.},
        month = {November},
        }