The omnichannel approach refers to the complete integration of various channels to ensure seamless and continuous customer experiences across all points of contact with the retailer. This thesis explores the role of the omnichannel approach on customer loyalty and shopping personalization. The aim of this thesis is to review the existing relevant literature on the omnichannel approach, customer loyalty, and shopping personalization, and to investigate why it is important for businesses to implement the omnichannel approach. This paper will look into how can businesses connect channels, and how this affects their operations, as well as if this will create a loyal relationship with their customers. For the purposes of the research, primary and secondary data sources were used. Secondary data was collected from available databases, scientific and professional journals, and books relevant to the field of the thesis, while primary data was collected through an online survey questionnaire created via Google Forms. The survey was conducted on 143 respondents in the Republic of Croatia. The research showed that the omnichannel approach has changed consumers' shopping habits and that consumers research retailers; offerings on all available channels before purchasing products - clothing, footwear, and accessories. Furthermore, the research results confirm that the omnichannel approach significantly contributes to increasing customer loyalty. Through the integration of different sales channels and providing an uninterrupted user experience, businesses can better meet the needs and expectations of modern consumers, which are growing daily.