Irish Omnichannel Retailers Response to Changing Customer Behaviour, Preference, Concerns and Experience of Irish Customer.

Abstract

This research highlights the key step taken by the Irish Omnichannel retailers to address the current change in overall Irish Customer. The study mainly focuses on responses by the Irish omnichannel retailers on five major customer categories- Customer behaviour, Customer preference, Customer concerns and overall Customer experience. To make sure that the data collected for this research is comparable and could be analysis the researcher has made sure of two things. First, all the research subjects are serving the same customer base. For this study researcher has chosen large-scale omnichannel grocers based in Dublin as the research subject and second thematic analysis is used to analyse and code the gather data. Findings and the conclusion of this research shine the light on the fact that Omnichannel retailers responded to the change in each customer element with action steps tailor-specific to the element. For instant Omnichannel retailer responded to the change in customer behaviour with steps like providing safe atmosphere to the customer to shop in whereas they the shift of preference to online shopping with launching their own digital applications.