Abstract
We examined the omnichannel Development within the Pakistani Fashion Retail and observed both Retailer and Consumer perspective in our study to see the development and Potential of Omnichannel. We selected 25 retailers (of which 22 are using multi-channels) and 224 shoppers who used more than one channel for purchasing fashion products, (due to some model fitness error we reduced our final sample size to 205 respondents). We used UTAUT2 model with 2 more predictors (perceived security and Personal innovativeness) which we found effected in purchase intention of consumer from some previous literature. As per Retailer Perspective we found that we are at an extremely early stage of omnichannel. Organizations are slowly transforming but some retailers are still under threat because of associated risks with changing their business models. Omnichannel loyalty service was found to be the weakest in current development due to profitability factors for organization which seem more important, and retailers also need to focus on data and analytics & IT structure to improve omnichannel journey. As per consumer perspective, the survey results show that the security is the main concern for the shoppers in Pakistan, it restricts shopper to provide their personal information to retailers also factors of social influence and hedonic motivation not found positively influenced in our model but habit and personal innovativeness found the key factors for omnichannel development also performance and effort expectancy founds positively influenced in the development of omnichannel. By summarizing both perspective we finally conclude (Fig. 26) that retailers should integrated their all channels in a way which gives consumer totally unified and seamless shopping experience and hit their purchase intention in a positive way which support omnichannel development in Pakistan Fashion Retail Industry.
Highlights
1.1 BACKGROUND TO THE STUDY Technology Revolution growingly complex the structure of the marketplace and makes more difficult to selling to consumers (Crittenden et al, 2013)
This study focused on finding the main indicators for the omnichannel development in Pakistan Fashion retail industry, as there were no studies done on this topic for Pakistan
The results are divided into categories of current omnichannel development and potential towards further development of omnichannel in Pakistan Fashion Retail Industry
Summary
1.1 BACKGROUND TO THE STUDY Technology Revolution growingly complex the structure of the marketplace and makes more difficult to selling to consumers (Crittenden et al, 2013). Clients who have picked up an expanded measure of computerized development are currently using the accessible channels and touchpoints to scan for contributions in the most helpful way. This expects retailers to make a brought together offering over their whole directs so as to convey an intelligent ordeal for the two deals and brand acknowledgment. Technology has changed everything, not just what we do and how - it has likewise genuinely transformed us as people and as a general public It is an era described by the 'power of shoppers', that impact each part of business. As technology is a need for omnichannel; customers' acknowledgment and utilization of the technology sits at its center of it where a more profound comprehension of factors that drive Omni shopper conduct would be of favor
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