Abstract
The purpose of this study was to recommend a positive omni-experience to inform the design of a marketing strategy for South African small business clothing stores that cater specifically to female plus-size consumers. This study consisted of three main objectives, mainly, to explore and describe the lived shopping experiences of female plus-size participants in South Africa regarding plus-size clothing stores, in order to establish what their needs, wants and expectations are regarding a retail experience and, secondly, to analyse existing South African plus-size clothing stores in order to establish how they currently cater for participants’ needs, wants and expectations in-store and online. Lastly, to recommend a positive omni-experience as a marketing strategy for small business clothing stores in South Africa that cater to female plus-size consumers. This study was undertaken in the form of qualitative research and was conducted in two research phases. The first research phase consisted of eight South African female plus-size participants (selected from cases aligned to the second phase of this study). Data was gathered from these participants through e-mail interviews and analysed through content analysis. The second research phase was undertaken in the form of a qualitative multiple case study, and five South African plus-size clothing stores were selected for participation. The research methods for phase two included visual analysis, researcher’s field notes and observations. The methods and techniques employed during the second research phase seemed to corroborate and provide visual evidence to the accounts participants made during research phase one. The findings revealed several needs, wants and expectations specific to South African female plus-size participants that are seemingly not being satisfied by plus-size clothing stores. Further analysis of the data revealed recommendations that could be implemented by South African small business clothing stores in order to design or enhance a positive omni-experience for female plus-size consumers. These recommendations include a merger of several dimensions of omni-channel consumer experience, namely: physical and sensorial dimension, social dimension, service delivery dimension and online dimension. The vii marketing strategy and its implementation could possibly lead to satisfying female plus-size consumers while offering them a holistic omni-experience that could foster consumer evangelism.
M.A. (Design)