Increasing potential of distribution channels for creative Thai hand-woven textile products in the digital economy
Abstract
The research was to investigate the omni-channel distribution system for the weaving community enterprises. This research was qualitative, utilizing a case study approach. The results identify the limitations of selling creative products only through physical stores, which are unable to respond to customers’ purchasing behaviors and needs. Nevertheless, the online channel alone cannot communicate the delicacy of handmade woven products through digital media since they need to be touched and worn to be fully appreciated. This dichotomy led to the design and development of the first version of the system. The research encourages the weaving community enterprises to widen their market in order to be able to compete in digital economy. It provides valuable practical insights into local weaving community enterprises and their ability to market their creative products in the digital era. This research fills a gap in the literature relating to the customer journey and the integration of distribution channels and sheds light on the need for local weaving community enterprises to adapt to the current market conditions.
Santrauka
Straipsnio tikslas – ištirti daugiakanalę platinimo sistemą, skirtą audėjų bendruomenės įmonėms. Šis tyrimas yra kokybinis, jį atliekant buvo taikytas atvejo analizės metodas. Rezultatai įvardija kūrybinių produktų pardavimo apribojimus vien fizinėse parduotuvėse, kuriose nėra galimybių patenkinti vartotojų apsipirkimo elgesio įpročių ir poreikių. Vis dėlto rankomis austų produktų subtilumo skaitmeninių medijų sąlygomis internetu neįmanoma atskleisti, nes juos reikia paliesti ir padėvėti. Šis dichotomiškumas atvėrė kelią sistemos pirmosios versijos dizainui ir plėtrai. Tyrimu skatinama audėjų bendruomenių įmones plėsti savąją rinką, siekiant konkuruoti skaitmeninės ekonomikos sąlygomis, pateikiama vertingų praktinių įžvalgų apie vietos audėjų bendruomenių įmones ir jų galimybes parduoti savo kūrybinius produktus. Šis tyrimas užpildo literatūros spragas, susijusias su vartotojo kelione ir platinimo kanalų integracija, išryškina vietos audėjų įmonių poreikį prisitaikyti prie esamų rinkos sąlygų.
Reikšminiai žodžiai: bendruomenės įmonė, kūrybinis produktas, vartotojo kelionė, platinimo kanalas, rankų darbo tekstilė, daugiakanalė strategija.
Keyword : community enterprise, creative product, customer journey, distribution channel, hand-woven textile, omni-channel strategy
How to Cite
Chai-Arayalert, S., & Suttapong, K. (2020). Increasing potential of distribution channels for creative Thai hand-woven textile products in the digital economy. Creativity Studies, 13(2), 477-493. https://doi.org/10.3846/cs.2020.11865
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Fayaz, R., & Azizinia, M. (2016). Current challenges in distribution channels of cultural goods and services. Marketing and Branding Research, 3(1), 75–85. https://doi.org/10.33844/mbr.2016.60219
Følstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice, 28(2), 196–227. https://doi.org/10.1108/JSTP-11-2014-0261
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Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69–96. https://doi.org/10.1509/jm.15.0420
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Magrath, V., & McCormick, H. (2013). Branding design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management, 17(1), 98–114. https://doi.org/10.1108/13612021311305164
Marquez, J. J., Downey, A., & Clement, R. (2015). Walking a mile in the user’s shoes: customer journey mapping as a method to understanding the user experience. Internet Reference Services Quarterly, 20(3–4), 135–150. https://doi.org/10.1080/10875301.2015.1107000
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, Ph., Radnor, Z. J., Perks, H., & Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services Marketing, 29(6–7), 430–435. https://doi.org/10.1108/JSM-01-2015-0054
Menon Vadakepat, V., & Al Khateeb, F. (2012). Globalizing rural markets: evidence from handmade traditional product markets. Global Journal of Business Research, 6(4), 35–43.
Mirsch, T., Lehrer, Ch., & Jung, R. (2016, 27 June–1 July). Channel integration towards omnichannel management: a literature review. Proceedings of 20th Pacific Asia Conference on Information Systems (PACIS). 20th Pacific Asia Conference on Information Systems (PACIS). Chiayi, Taiwan. https://www.alexandria.unisg.ch/248768/1/CHANNEL%20INTEGRATION%20TOWARDS%20OMNICHAN-NEL%20MANAGEMENT%20A%20LITERATURE%20REVIEW.pdf
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Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail settings: challenges for retailers. Journal of Retailing and Consumer Services, 25, 106–114. https://doi.org/10.1016/j.jretconser.2015.04.003
Parivudhiphongs, A. (2019). Creative industries policy in Thailand: A story of Rise and Demise. In L. Lim, & H.-K. Lee (Eds.), Routledge handbook of cultural and creative industries in Asia (pp. 27–42). Series: Routledge Handbooks. Routledge. https://doi.org/10.4324/9781315660509-3
Parker, B., & Weber, R. (2013). Second-hand spaces: restructuring retail geographies in an era of e-commerce. Urban Geography, 34(8), 1096–1118. https://doi.org/10.1080/02723638.2013.790642
Patichol, P., Wongsurawat, W., & Johri, L. M. (2014). Upgrade strategies in the Thai Silk industry: balancing value promotion and cultural heritage. Journal of Fashion Marketing and Management, 18(1), 20–35. https://doi.org/10.1108/JFMM-09-2011-0059
Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective. The direct optic case. International Journal of Retail and Distribution Management, 44(3), 336–368. https://doi.org/10.1108/IJRDM-04-2015-0056
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400
Rosenbaum, M. S., Losada Otalora, M., & Contreras Ramírez, G. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. https://doi.org/10.1016/j.bushor.2016.09.010
Rossi, C. (2016). Craft and the creative economy. International Journal of Cultural Policy, 22(3), 473–476. https://doi.org/10.1080/10286632.2015.1102907
Spence, Ch., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: a multisensory perspective. Psychology and Marketing, 31(7), 472–488. https://doi.org/10.1002/mar.20709
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