Impact Factor : 6.225 
PAPER ID:IJIM/V.6(IV)/5-11/2
AUTHOR: Surender Singh
TITLE : ONLINE AND OFFLINE SHOPPING COEXISTENCE: REVOLUTIONIZING THE RETAIL EXPERIENCE
ABSTRACT: The coexistence of online and offline shopping has fundamentally transformed the retail industry, creating a hybrid ecosystem that combines the strengths of both channels to meet evolving consumer needs. Online shopping excels in offering convenience, extensive product variety, and personalized recommendations through digital platforms, while offline shopping provides sensory engagement, immediate product availability, and social interactions. This study investigates the dynamics of this coexistence, focusing on factors such as consumer behaviour, hybrid shopping patterns, and the integration of technological innovations like augmented reality (AR), artificial intelligence (AI), and mobile applications. Hybrid shopping behaviours, including webrooming (researching online and purchasing offline) and showrooming (browsing offline and buying online), underscore the complementary nature of these channels. The increasing adoption of omnichannel strategies by retailers has further bridged the gap between digital and physical shopping experiences. Key strategies include click-and-collect services, integrated inventory systems, and personalized marketing initiatives. These approaches allow businesses to deliver seamless, flexible, and engaging shopping journeys, fostering customer satisfaction and loyalty. Despite its potential, the hybrid retail model poses challenges, particularly for small and medium enterprises (SMEs), due to high implementation costs, operational complexities, and the need for continuous innovation. Retailers must adapt to technological advancements and align their practices with shifting consumer preferences to remain competitive. Policymakers and technology providers also play a critical role in supporting businesses by fostering innovation and ensuring access to infrastructure. This study synthesizes insights from existing literature to offer actionable recommendations for retailers navigating the hybrid retail landscape. It concludes that the integration of online and offline channels represents a significant shift in consumer engagement and emphasizes the importance of adaptability, technological investment, and collaboration to achieve sustainable growth in a competitive market
KEYWORDS: Omnichannel retail, hybrid shopping behaviour, consumer preferences, technological advancements, online-offline integration, retail strategies