Exploring Factors Affecting Omnichannel Practices by Sri Lankan Fashion Retailers in the post covid-19 context

Abstract

This study focused on investigating Sri Lankan fashion retail firms’ omnichannel digital marketing tactics. The goal of this research was to determine how businesses integrated and optimized multiple channels to offer their customers a pleasant and smooth buying experience. It conducted in-depth interviews with marketing managers and executives who oversee and involve in converting digital strategies into practice to enhance their consumers’ experiences in an omnichannel context. The transition from multichannel to omnichannel business strategies is currently a popular topic. This research was carried out to get more understanding of omnichannel uses for giving the fashion industry a better knowledge to move the industry to the next level and. This work had important applications in real-world situations. This allows businesses to connect with several channels to provide customers a distinctive experience. The information gathered from the above interviews was examined to find factors that affected fashion retailers’ omnichannel practices and intensified their omnichannel experience. A quantitative analysis was carried out to determine the degree of consumer satisfaction with the omnichannel strategies employed by Sri Lankan fashion merchants. To find the factors affecting omnichannel practices, the research used thematic analysis using selective and axile coding. The study assisted retailers in making decisions about how to increase their consumers’ omnichannel experiences by learning the digital marketing tactics used in Sri Lanka. By doing so, it provided an additional knowledge to fill the knowledge gap. According to the findings, personalization, cost-effectiveness, and flexibility are the factors which affect the omnichannel practices used by fashion retailers. The findings of this study aided businesses in creating more successful marketing plans that can increase customer involvement, contentment, and loyalty.