Abstract:
BACKGROUND : Omni-channel retailing is blurring the lines between online and physical stores
for consumers as it provides consumers with more choices, convenience and a seamless
shopping experience. An integral aspect of implementing an omni-channel retail strategy is
having an efficient reverse logistics process. However, retailers seem reluctant to implement
omni-channel reverse logistics because of the various risk types that affect the economic
wellbeing of a firm, especially during supply chain disruption recovery (SCDR) when the firm
is in distress. Prior research primarily examines the risks associated with reverse logistics in a
single channel. While the existing findings are promising, there is a lack of understanding
regarding the specific risks involved in omni-channel reverse logistics and how to mitigate
these risks in the context of SCDR.
OBJECTIVES : The purpose of this study was to explore omni-channel reverse logistics risks and
mitigation strategies during SCDR in the South African fashion retail industry.
METHOD : The study employed a generic qualitative design using purposive sampling methods.
Fourteen semi-structured interviews were conducted to collect data. The data were analysed
using a thematic analysis approach.
RESULTS : The study identified specific types of omni-channel reverse logistics risks. The findings
indicate that omni-channel reverse logistics risk during SCDR is managed through proactive
and reactive strategies such as technology implementation, collaborative relationships, quality
insurance inspections, customised policy changes and disruption-specific reverse logistics
teams. The findings show that mitigating omni-channel reverse logistics risk can help create a
competitive advantage because of increasing customer loyalty, value recovery and profits.
CONCLUSION : The findings provide valuable insight on how to manage omni-channel reverse
logistics risk during SCDR and, if mitigated correctly, can contribute to a competitive
advantage.
CONTRIBUTION : This study expands on the current literature by identifying multiple types of
omni-channel reverse logistics risks and strategies used to manage omni-channel reverse
logistics risk in a SCDR context.
