Abstract:
This research delves into implementing an omnichannel strategy at Abi Garment, aiming to
dissect its advantages, disadvantages, and impact on company performance. Emphasizing the
seamless integration of technology and human expertise, the study employs a qualitative
research design, incorporating interviews with internal staff and an external informant, and
scrutinizes operational processes, particularly in goods’ arrival and classification. The
findings highlight the pivotal role of consumer engagement in shaping brand narratives and
optimizing omnichannel strategies. Challenges linked to human errors underscore the
necessity for streamlined procedures and strategic technological adoption. In conclusion, the
research establishes that a successful omnichannel strategy necessitates a customer-centric
approach coupled with technological adeptness. Abi Garment is an illustrative example,
offering practical insights into the complexities of omnichannel execution. The study
concludes that harmonizing technology and human elements is essential for effective
omnichannel implementation. Implications drawn from this research provide valuable
insights for future endeavours in retail management. The intricate dynamics of omnichannel
strategies revealed through Abi Garment’s case study underscore the need for continuous
adaptation and refinement. This research contributes to the ever-evolving landscape of retail
management, guiding future studies and strategic decisions in navigating the challenges and
opportunities of omnichannel retailing
