Analysis of omni-channel implementations that are preferred by consumers in clothing sector

Abstract

The omni-channel strategy, which presents a continuous purchasing experience to consumers and which provides the full integration of different channels, promises the consumers an effortless, simple, and issueless buying process. In this context, this study aimed to analyze the consumer-preferred omni-channel implementations in clothing sector. At the same time, it also aimed to make suggestions, which are based on consumer desires, to clothing producers and marketers in the light of the obtained findings. An online survey is conducted to volunteer Turkish citizens, who are at the age of 18 or elder and who are the residents of Türkiye, in order to be able to obtain the data, which are used within the scope of this study. The relationships between omni-channel implementations are analyzed using statistical methods, such as exploratory factor analysis, t-test, and analysis of variance, on the basis of clothing sector. According to the obtained study results, Turkish consumers give great importance to omni-channel strategy and its elements. More specifically, they give great importance to the integration between physical and online channels, and they prefer a full information, customer services, and price integration between channels. The study results indicate that the consumers are aware of the advantages of omni-channel strategy and they demand these factors from enterprises, brands, and retailers. The study is detailed and comprehensive on the basis of both scope and used methods. All studies are designed on the basis of clothing sector, and all analyses and evaluations are actualized on this basis. In this context, this study differs and individuates from the other studies in the literature due to these aspects. This study both contributes to the deficiencies in sector's marketing and retailing areas and to the fulfillment of gap within the literature.