This chapter examines customer-centered omnichannel management in the retail sector transformed by digitalization. The omnichannel strategy aims to provide customers with a unified and seamless shopping experience by integrating touchpoints such as physical stores, websites, mobile applications, and social media. In this context, the concept of “Seamless Channel Integration” is defined, and the effects of channel integration quality on customer satisfaction, loyalty, and trust are discussed.

Furthermore, the operational reflections of the omnichannel strategy are analyzed through the “Click-and-Collect” (C&C) model and the “Last-Mile Delivery” (LMD) process. C&C serves as a bridge between online and physical channels, improving delivery experiences in terms of speed, cost, and sustainability. Ultimately, the success of omnichannel strategies depends not only on consistency across digital touchpoints but also on operational excellence and logistics integration.