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Abstract
In the realm of omni-channel retailing studies, little research focuses on how small apparel retailers are implementing an omni-channel strategy. This study intended to understand how small retailers utilize omni-channel retailing. This study was rooted in the usability theory, which is mentioned in human-computer interaction studies but had yet to be applied to research of omni-channel retailing before this study. This study employed a pre-screening content analysis and semi-structured interviews of small retailers. Forty-four retailers were analyzed and deemed omni-channel retailers. All retailers were contacted regarding interviewing, leading to interviews with four small retailers. The interviews were analyzed using a constant common theme method to understand overarching commonalities across interviews. Several themes emerged, precisely the themes of “there’s no cookie cutter recipe,” “the end goal,” “the best fit,” and “today’s consumer”. This study has novel implications and adds to the body of knowledge understanding omni-channel retailing from a new perspective.