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.