Omni-channel retailing : supply chain disruption mitigation and recovery in the South African fashion retail industry

Abstract

The Coronavirus (COVID-19) pandemic has generated a notable increase in the demand for online shopping, driving the global adoption of an omni-channel (OC) strategy by retailers. While it is well established that supply chain mitigation capabilities and recovery strategies can minimize the impact of supply chain disruptions (SCDs), it has not been explored in the increasingly relevant OC context. The purpose of this study was to explore the SCD mitigation capabilities and recovery strategies present in the South African OC fashion retail industry. The study was conducted among senior supply chain managers employed by OC retailers in South Africa. A generic qualitative design was employed to collect data through semi-structured interviews with fifteen participants. A thematic analysis approach was used to analyze the data. This study identified the types and causes of OC-related SCDs that produce the negative effects associated with an OC retailing strategy. The findings showed that South African OC fashion retailers do not engage in the most effective SCD mitigation and learning practices evident in the literature. Furthermore, the findings also revealed that OC retailers’ multiple touchpoints can aid SCD recovery efforts by transferring order fulfilment between its online and offline channels. This study provides managers with an understanding of the nature of OC-related SCDs that can be used to reduce their negative effects or prevent their occurrence altogether. Managers should revisit their SCD mitigation capabilities and learning techniques to improve supply chain resiliency.