THE ANALYSIS OF OMNICHANNEL STRATEGY IMPLEMENTATION TOWARDS ABI GARMENT, ACEH

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