Omnichannel Experience to Increase Customer Loyalty in Modern Retail Superindo
DOI:
https://doi.org/10.63208/21014-583Keywords:
Customer Loyalty, Modern Retail, Omnichannel ExperienceAbstract
The rapid development of digital technology has encouraged modern retailers to integrate online and offline channels to provide more seamless customer experiences. This study aims to systematically examine how omnichannel consumer experience influences customer loyalty and how omnichannel platforms can be utilized to strengthen loyalty in modern retail, with Superindo as a practical context. A Systematic Literature Review (SLR) was conducted using the PRISMA framework. The review analyzed 30 Scopus-indexed articles published between 2015 and 2025, selected based on their relevance to consumer experience, customer loyalty, and omnichannel retailing. The findings indicate that seamless channel integration, convenience, personalization, service continuity, and customer engagement are important elements of omnichannel experience that contribute to customer loyalty. Positive experiences across online and offline touchpoints can encourage repeat purchases, customer retention, positive word-of-mouth, and continued commitment to the retailer. The findings also indicate that omnichannel platforms can be strategically utilized through integrated services, personalized interactions, promotions, and loyalty programs. In the Superindo context, MySuperindo illustrates the implementation of digital touchpoints that complement physical retail experiences. Overall, omnichannel experience represents not merely a technological development but a strategic approach for strengthening customer loyalty in modern retail.
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