Exploring the Effect of Social Media as Omnichannel on Retail Marketing in Kebbi State

Omnichannel as an emerging concept provide a seamless, unified customer experience. Hence, the main purpose of this study was to analyse the effect of social media platforms as Omnichannel on retail marketing, with retailers currently experiencing the transition from multi channel to Omnichannel and its several implications. The study adopts a qualitative and quantitative research technique by reviewing literature and highlights the concept of Omnichannel, on some selected Social media on retail marketing. Regression analysis anchored in testing the hypotheses. Service ecosystems model was adopted and the population sample of the study was 346 .The finding revealed that omnichannel is transforming user experience with a single touch point of retail marketing in kebbi state. Therefore, the finding revealed that Facebook, Tiktok and Instagram serve as significant in omnichannel retail marketing. Against this backdrop, that the study recommended that retail marketing should adopt social media as omnichannel and harness the contribution of Omnichannel as one touch- point in generating a lead conversion.