Moaz Rizk^1,, Ahmed El-Samadicy¹, Eiman Negm¹

The purpose of this study was to examine the impact of omni-channel integration on Generation Z purchase intentions towards FMCG retailers in Egypt. A self-administered questionnaire and quantitative methodological approach were used to collect data from the selected sample. The study results revealed that omni-channel integration has an impact on generation Z FMCG retail purchase intentions. This showcases the integral role and importance of incorporating both an omni-channel approach in generating favorable retail purchase intentions. This study contributes to existing body of knowledge of the retail industry as well as winning in the Gen Z era. The results shall provide FMCG retailers with an actionable framework that shall help them grow their businesses in the dynamic Generation Z era. This study used a cross sectional research design and was implemented to examine the impact of omni-channel integration on Generation Z purchase intentions towards FMCG retailers in Egypt. Results came out supporting the main proposed hypothesis. Future researchers could employ a longitudinal method to investigate any possibility for variations in the results. Qualitative studies could equally be used to supplement the quantitative findings. Lastly, this study focused on FMCGs only. It is recommended that future research focus on other business sectors and investigate specific categories in more detail.

Omni-channel retailing, seamless experience “SE”, channel integration, customer experience “CX”, personalized customer journeys, purchase intentions, fast moving consumer goods “FMCG”, retail transformation, generation Z