<![CDATA[The shift in shopping behaviour towards a phygital model requires traditional retailers to compete not only on price and product availability, but also on the ease of cross-channel service and the convenience of the store atmosphere. Without a realistic strategy, traditional retailers risk losing customers due to shopping friction and information uncertainty. This study aims to analyse the implementation of omnichannel strategies, store atmosphere optimisation, and their contribution to customer outcomes in the traditional retail community in Barlingmascakeb. This study uses a qualitative approach with a multi-site case study design. Informants were selected through purposive sampling based on the principles of information-rich cases and maximum variation, with customers selected through store owner referrals and confirmation on location. A total of 20 informants were interviewed, consisting of 10 shop owners/managers, 5 community leaders, and 5 customers. Data were collected through semi-structured interviews, non-participant observation, and documentation, then analysed using reflexive thematic analysis. The results show that omnichannel is implemented in a simple yet functional manner to reduce pre-visit uncertainty and lower shopping friction, while encouraging operational discipline that accelerates improvements in the store's basic atmosphere. Customer outcomes are strengthened when cross-channel information certainty aligns with in-store comfort, while obstacles such as operational consistency and resource limitations can be mitigated through community learning. These findings emphasise the need to position omnichannel as a realistic and low-cost lever for optimising the store atmosphere in traditional community-based retail.]]>
Copyrights © 2026
