The opportunities and challenges of omnichannel in retail industry have been widely discussed, yet despite these benefits, the key elements that constitute an effective omnichannel and how customers respond to omnichannel retailing strategies remain unclear. This research conducted online surveys to test the effects of omnichannel elements on various brand experiences and customer retention, considering the moderating role of purchase behavior. The results indicate that omnichannel elements (integration, individualization, and interaction) are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently. In addition, these omnichannel elements have different influences on customer retention due to different purchase behaviors. The findings suggest that retailers can use different omnichannel strategies to attract customers’ purchases and provide insights for practitioners who want to use omnichannel strategies to deliver superior experiences for customers. •This research proposes three key elements of omnichannel retailing: integration, individualization and interaction.•Omnichannel elements are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently.•The three omnichannel elements have different influences on customer retention due to different purchase behaviors.•The findings provide a generalizable view of what constitutes an effective omnichannel, and this research proposes clear strategic directions for omnichannel designs.