Table 4 Omnichannel tactics for... | Emerald Publishing

Table 4

Omnichannel tactics for sustainability communication

Finding’s theme	Managerial implication	Examples of omnichannel tactic
Craftsmanship	Highlight heritage skills and artisanship to enhance engagement and explain sustainable effort Craftsmanship demonstrates sustainability through the preservation of traditional techniques, reduced reliance on mass production and support for local communities	Feature videos of artisans at work, behind-the-scenes storytelling on resource-efficient production on the website, social media or online magazines Showcase artisan tools, live demonstrations, “Meet the Maker” events with sustainability messaging in the store Short reels on artisanal processes framed as both cultural preservation and sustainable alternatives to industrial mass production can be created on social media
Quality	Counter consumer scepticism that sustainability means lower quality by emphasising material excellence and certifications	Display certifications (GRS, FSC), material sourcing info on website product pages Printed QR codes linking to supply chain transparency pages on packaging Information cards highlighting material innovation (e.g. Gomau, regenerated fibers) in the store
Authenticity	Reinforce authenticity through local roots of the brand and transparent narratives	Maps of local sourcing and production sites on the website, on social media, through packaging Founder/designer stories emphasising sincerity and values on personal social media profiles Collaborations with local NGOs or cultural institutions to underline community ties
Durability	Encourage slower consumption cycles and fight overconsumption by positioning products as long-lasting and timeless	Care guides via email/newsletters (repair, upcycling, styling longevity) in the post-purchase communication phase Dedicated “Timeless” collection highlighting seasonless pieces on the website Messaging on “buy once, wear forever” and garment care workshops in the store

Finding’s theme	Managerial implication	Examples of omnichannel tactic
Craftsmanship	Highlight heritage skills and artisanship to enhance engagement and explain sustainable effort Craftsmanship demonstrates sustainability through the preservation of traditional techniques, reduced reliance on mass production and support for local communities	Feature videos of artisans at work, behind-the-scenes storytelling on resource-efficient production on the website, social media or online magazines Showcase artisan tools, live demonstrations, “Meet the Maker” events with sustainability messaging in the store Short reels on artisanal processes framed as both cultural preservation and sustainable alternatives to industrial mass production can be created on social media
Quality	Counter consumer scepticism that sustainability means lower quality by emphasising material excellence and certifications	Display certifications (GRS, FSC), material sourcing info on website product pages Printed QR codes linking to supply chain transparency pages on packaging Information cards highlighting material innovation (e.g. Gomau, regenerated fibers) in the store
Authenticity	Reinforce authenticity through local roots of the brand and transparent narratives	Maps of local sourcing and production sites on the website, on social media, through packaging Founder/designer stories emphasising sincerity and values on personal social media profiles Collaborations with local NGOs or cultural institutions to underline community ties
Durability	Encourage slower consumption cycles and fight overconsumption by positioning products as long-lasting and timeless	Care guides via email/newsletters (repair, upcycling, styling longevity) in the post-purchase communication phase Dedicated “Timeless” collection highlighting seasonless pieces on the website Messaging on “buy once, wear forever” and garment care workshops in the store