Omnichannel Marketing Strategy and Customer Purchase Experience in Nigerian Retail: Evidence from Lagos and Abuja

This study empirically examines the relationship between omnichannel marketing strategy and customer purchase experience in Nigerian retail environments, drawing evidence from shoppers in Lagos State, South West Nigeria, and Abuja, North Central Nigeria. Omnichannel retailing, characterised by the seamless integration of physical and digital shopping channels to deliver unified purchase experiences, represents an emerging frontier for Nigerian retail businesses. Despite significant investment in digital and physical channel development by leading retailers, empirical evidence on how channel integration quality translates into superior customer experience outcomes in the Nigerian context remains limited. Grounded in the unified customer experience theory and the service-dominant logic framework, the study operationalises omnichannel strategy across channel integration, data consistency, and cross-channel service coherence dimensions. A cross-sectional survey of 360 multichannel retail shoppers is conducted using purposive sampling. Structural equation modelling is employed for model estimation and mediation analysis. The study also tests whether technology comfort moderates the omnichannel strategy-experience relationship. Preliminary findings indicate that cross-channel service coherence has the strongest direct effect on purchase experience quality, while data consistency (consistent pricing and inventory information across channels) significantly predicts experience satisfaction. Technology comfort positively moderates strategy-experience relationships particularly for digital channel integrations. Recommendations address retail CMOs, digital transformation teams, and customer experience managers on prioritising omnichannel investments that deliver measurable experience improvements in Nigerian retail. Keywords: omnichannel marketing, customer experience, retail strategy, Lagos, Nigeria