Authors - Payel Das, Sonali Bolisetty, Digumarthi Iswarya Abstract - This study seeks to identify the success enablers of omnichannel retailing by using Interpretive Structural Modeling (ISM) for building a hierarchical framework. From findings in a consumer survey with 108 consumers and expert evaluations, the research uncovers user enablers such as technological infrastructure, data analytics capability, personalization, mobile optimization, and seamless integration. The study is based on Service-Dominant Logic (SDL) and the Technology Acceptance Model (TAM) to investigate theory around foundational, operational, and experiential issues that result in customer engagement and brand loyalty. The findings underscore the critical importance of strong technological infrastructure and the use of real-time data in helping with friction reduction between digital and physical touchpoints. Using AI-powered analytics, it can improve personalization, which affects perceived system usefulness and thus, customer satisfaction. In addition, the study emphasizes the need for brand consistency and proper employee training to provide trouble-free service experiences. We also explore privacy and security concerns and their impact on consumer trust and omnichannel adoption. To policymakers, this research calls for prescriptive regulations that will protect data privacy and grow the space of technological innovation. For practitioners, it provides actionable insights to maximize omnichannel universality, improve customer pursuits, and develop sustainable total brand loyalty. In doing so, with the introduction of SDL and TAM, the study contributes to theoretical knowledge and proposes a comprehensive framework for the businesses who are dealing with the complexities of omnichannel retailing.
