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Strategies to establish an omni-channel business concept for clothing retailers in Cape Town, South Africa
Author(s)
Posa, Sanders
Date Issued
2026
Type
master thesis
Publisher
Cape Peninsula University of Technology
Abstract
Purpose: The purpose of this research study was to establish omni-channel strategies to use when integrating online and offline channels in the retail apparel sector of Cape Town, South Africa. Design/Methodology or approach: The research uses a Qualitative research approach from an interpretative perspective with exploratory design. Five (5) research participants were interviewed telephonically using a questionnaire. Findings: Findings from the study pointed to the establishment of omni-channel fulfillment and capability strategies such as Buy Online Return in Store (BORIS), Click and Collect, Buy Online Ship from Store (BOSS), Buy Online Pick-up in Store (BOPS). In addition, the use of Information Technology (IT) on digital platforms came out as a key driver for integrating offline and online channels in order to attain a seamless shopping experience for omni-shoppers. In addition, understanding the cross-channel behaviour of omni-shoppers became a key area for omni-channel. Research limitations: The study was confined to the establishment of omni-channel strategies, which can be suggested for the apparel sector of Cape Metropolitan area of Western Cape Province of South Africa. However, the apparel sector is quite different to other sectors such as the Grocery sector because it does not require the omni-shopper to fit or try the product before purchasing whereas the grocery sector have challenges of product perishability and expiry. The findings seem to suggest that the Cape Metropolitan apparel sector has not yet fully integrated its online and offline channels in such a manner that omni-shoppers shop seamless. Practical implications: The study has implications to both the academic sector and to retailers in that it endeavours to establish a basic omni-channel business model, which can be suggested for implementation in the apparel retail sector of Cape Metropolitan area of Western Cape Province.
Additional information
Thesis (Master of Retail Business Management)--Cape Peninsula University of Technology, 2026
Subjects
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Sanders_Posa_217019005.pdf
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