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Mansour, Ricardo, and Ronit Hoque. "How Covid-19 affected Omnichannel retailing and the use of Showrooming." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85607.
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Purpose - The purpose of this thesis is to first describe and secondly to create a deeper understanding of what purpose a store has in omnichannel retailing. It is important to clarify that the study is to be of use for companies as to help them understand their customers' perspective. And how to adapt their omnichannel strategy when one of their channels gets affected. This is to see if a new model is viable in a post pandemic world. Methodology - The study applied a qualitative method where semi-structured interviews was held with employees and with consumers. Findings - The stores’ main purpose during the pandemic has been to act as a hybrid warehouse where you can view the product before fully purchasing it or to utilise BOPIS. The store has also had to change and adapt accordingly. Ultimately the store has proven to stand firm and showed that it still has a place in the market. Practical Implications - The current pandemic has made it more important for retailers to identify when showrooming or reverse showrooming is used. Therefore, a more in-depth analysis on the different approaches to minimise the usage of showrooming and reverse showrooming is necessary. As our findings from data and literature both cases suggest that price and product evaluation are the main reasons why consumers are showrooming. We can draw the conclusion that showrooming, and reverse showrooming is used mainly because of the price and evaluation of the product. Retailers should therefore introduce sales strategies to gain customers in the competitive market and minimise the risk for customers to use showrooming or reverse showrooming. Contribution - This study contributes to the young research area by assessing the effects that showrooming and reverse showrooming may have on retailers. And how to adapt their omnichannel strategy when one of their channels gets affected. Key Words - Showrooming, Reverse Showrooming. Omni- and Multichannel retailing, Free riding, Effects of showrooming.
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Westerlund, Johanna, and Mikael Westin. "Showrooming – Displayed and played. : - A case study from a brick-and-mortar perspective." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-359435.
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Purpose - The purpose of this study was to deepen the understanding of how showrooming affect the exploited brick-and-mortar businesses. This was done by investigating an industry characterized by high levels of employee knowledge where the expertise of the personnel create showrooming incentives. Methodology - The study applied a qualitative case study where semi-structured interviews was held with employees of a firm representing the case of an exploited firm. Findings - The empirical findings suggest that showrooming may affect the exploited firm in the areas; profits, offerings, channels, and personnel. Profit-losses due to showrooming may force the exploited firm to reduce number of personnel and working hours, decrease store areas and close of unprofitable stores, change the product and services offered, change how products are displayed, and in what channels the products are available. Further it may give rise to internal channel conflicts, and affect personnel motivation and sales performance. Practical Implications - A perceived showroomer should be treated as a paying customer to avoid misjudgment of character and a loss in service level. Private labels and exclusive selling rights allow for higher profits while reducing showrooming opportunities. In addition to this, rewards for cross-channel retention, synchronized channel information, and price consistency across channels may reduce internal conflicts. Contribution - This study contributes to the young research area of showrooming by assessing the effects an exploited firm may encounter when faced with showroomers.
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Patten, Elena. "Conceptualizing service quality in multichannel fashion retailing." Thesis, University of Gloucestershire, 2017. http://eprints.glos.ac.uk/5173/.
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The evaluation and understanding of customers’ service quality perception has been a topic of major interest for academics and practitioners since the 1980s. Despite this intense research focus, there is a gap in understanding service quality in multichannel settings. This is surprising, since multichannel service systems have become increasingly important with the rise of E-commerce. The overall aim of this study, therefore, is to contribute to the interpretation of multichannel service quality by explaining it from the perspective of so-called ‘multichannel customers’. The study looks at interactions when purchasing a fashion product at a multichannel retailer with the aim of conceptualising service quality in a multichannel fashion retail context. Therefore, the study considers extant service quality research from traditional, electronic, and multichannel settings. The perspective of the current study is different from mainstream positivist service quality research, which sees service quality as static, objectively measurable and dualistic. This study, however, acknowledges service quality as a dynamic, subjective and pluralistic phenomenon. Following this line of argument, the study postulates the existence of multiple realities as consistent with social constructivism. Therefore, the current study investigates the service quality perceptions of experienced multichannel customers. Perceptions are considered to be the meaning that these customers give to their service experiences. The current study indicates that the customers’ perceptions of service quality in multichannel settings imply some fundamental uniqueness. This study proposes a holistic conceptualisation of multichannel customers’ service quality perception by considering (1) the heterogeneity of multichannel customers and (2) all moments of contact between customer and retailer. The proposed framework contributes to research about service quality with a theoretical interpretation of the phenomenon.
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Staflund, Linda, and Malin Kersmark. "Omni-Channel Retailing : Blurring the lines between online and offline." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-27392.
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Background Omni-channel retailing has developed as an extension of multi-channel retailing. The difference between the concepts is the level of integration, where an omni-channel requires seamless and complete channel integration compared to a multi-channel where the level of integration varies from non-existing to high. Today’s customers expect an integrated shopping experience where they can combine the different channels according to their preferences and omni-channel is a way for retailers to meet this need. Purpose The purpose of this thesis is to explore the concept of omni-channel retailing and its implementation in retail firms operating in the Swedish market. Method This study is based on an interpretive approach and takes the form of an exploratory multiple case study through the investigation of four retailers. Qualitative data was collected through semi-structured interviews and the findings were analyzed abductively. Conclusion The conclusion of this thesis is that the investigated retailers still have, more or less, a long way to go in their integrative efforts. The retailer that has come the furthest in their effort has only implemented nine out of fifteen omni-channel criteria. Three main incentives for implementing an omni-channel strategy were identified. These are to respond to customer demands, to optimize the individual sales channels and to gain a competitive advantage. Additionally, several challenges arise as the retailer moves towards an omni-channel. These include technological investments, change management, channel conflict, return management and consistency. Furthermore, five potential sources of these challenges were identified as technological requirements, organizational changes, sales accreditation policies, in-store returns and finally the franchise business model.
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Oueslati, Mbarek Hanene. "Integration perçue des canaux de distribution et intentions de comportements multicanal." Thesis, Montpellier 2, 2011. http://www.theses.fr/2011MON20156.
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En se basant principalement sur des études effectuées dans un contexte organisationnel, la littérature montre que l'intégration des canaux est la clef de réussite de toute expérience multicanal. Toutefois, très peu d'études se sont intéressées au point de vue du consommateur multicanal à ce sujet. Le consommateur multicanal est-il sensible aux efforts d'intégration des firmes multicanal ? Si oui, accorde-t-il la même importance à toutes les dimensions de l'intégration ? S'attend-t-il à une intégration parfaite des canaux de distribution d'une enseigne ? Pour répondre à ces questions, cette recherche propose un modèle intégrateur des principales dimensions de l'intégration perçue des canaux de distribution, élaboré sur la base d'une étude qualitative exploratoire. Son objectif consiste à déterminer l'impact de chacune d'entre elles sur l'évaluation globale de l'intégration, la confiance dans l'enseigne et les intentions de comportements multicanal. Nous avons choisi comme champ d'application pour le test de ce modèle, le cas des click and mortar de la filière de l'habillement et du prêt-à-porter. L'étude quantitative nous a permis de tester et de valider trois échelles de mesure élaborées dans le cadre de cette recherche. Il s'agit de l'échelle multidimensionnelle de l'intégration perçue des canaux, de l'échelle bidimensionnelle de l'évaluation globale de l'intégration et de l'échelle unidimensionnelle de l'intention d'achat cross-canal. Nous avons également adopté une approche comparative entre shoppers et clients multicanal. Elle nous a montré que les shoppers diffèrent des clients au niveau de certaines variables du modèle. De plus, les résultats empiriques nous ont permis de montrer l'impact des dimensions perçues de l'intégration dans la formation de l'évaluation globale de l'intégration, de la confiance dans l'enseigne et par conséquent des intentions de comportements multicanal<br>Most based on an organizational context, previous studies show that channel integration is the key to succeed every multichannel experience. However, very few studies have focused on the consumer perspective. So does multichannel integration matter for the multichannel consumer? If so, does he find that all dimensions of integration are important? Does he expect a seamless integration of channels? To answer these questions, this research proposes an integrative model of the most important perceived integration dimensions of retailing channels. It has been developed on the basis of a literature review and a qualitative study. It aims to show the impact of each perceived integration dimension on the global evaluation of integration, trust and multichannel behaviors intentions. The quantitative study allowed us to test and validate three new-developed scales: perceived channel integration, global evaluation of integration and cross-channel purchasing intention. We have also compared multichannel shoppers and multichannel customers and showed that shoppers are different from customers. Moreover, the empirical results have shown and explained the impact of integration perceived dimensions on global evaluation of the integration, on trust and, therefore, on multichannel behaviours intentions
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Boldt, Elin, and Gita Patel. "Impact of Omni channel in a central warehouse: An analysis of warehouse activities for an electronic retailer." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Centre of Logistics and Supply Chain Management, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-27160.
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Purpose: The purpose of this study is to analyze the impact Omni channel has on the ware-house activities in a central warehouse for electronic retailers. In order to fulfill the purpose the following research questions are analyzed and answered; “What are the challenges in the warehouse activities in a central warehouse for an electronic retailer when Omni channel is utilized?” and “How can the challenges in the warehouse activities be managed in a central warehouse for an electronic retailer using Omni channel?” Methodology: The research method for this study is qualitative with an abductive approach. A single case study has been conducted based on interviews and observations. Furthermore, the literature review is based on scientific articles. The empirical findings from the case study have been a complement to the limited literature of warehouse activities connected to Omni channel. The analysis has required the authors to continuously match the empirical findings and literature in order to be able to fulfill the purpose. In order to analyze the answer the first research question an Ishikawa diagram is used. Furthermore, a tree diagram is used in order to analyze the answer for the second research question. Findings: There are various challenges identified in the warehouse activities in a central warehouse for electronic retailers using Omni channel. Furthermore, the authors identifies challenges that have an impact on the warehouse activities where Omni channel is the cause for creating the challenges. Lastly, the authors provide the reader with improvement factors in order to manage the challenges identified. Theoretical implications: The authors identify five theoretical implications for this study; large pallets, non-integrated WMS, a non-suitable picking equipment, a non-suitable layout, and packing. These challenges occur as an outcome of Omni channel and therefore can be seen as a theoretical contribution to the limited literature. Managerial implications: It is crucial for electronic retailers to identify the challenges in the warehouse activities and understand the underlying reason for why the challenges arise. Furthermore, improvement factors can be identified and implemented by an extended anal-ysis. However, modifications are required since there are various factors that can differ be-tween electronic retailers using Omni channel.
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CASTRO, RENATA SILVEIRA DE. "ONLINE SHOPPING IN MULTICHANNEL RETAILING: THE PERCEIVED RISK ON THE ACQUISITION OF GROCERY PRODUCTS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2009. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=15315@1.
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A percepção de risco em compras online é apontada por diversos autores
como o obstáculo para o crescimento do comércio eletrônico. O varejo pela
Internet torna impossível a avaliação de atributos tangíveis pela impossibilidade
de examinar fisicamente o produto. No caso de alimentos, a Internet ainda é um
canal muito pouco explorado, já que as conseqüências de um produto estragado
podem ser potencialmente severas, causando danos à saúde. Este estudo
pretendeu, através de um levantamento em uma amostra dos clientes de uma rede
de supermercados do Rio de Janeiro, comparar o risco percebido na compra
online de alimentos perecíveis por clientes dos diversos canais do supermercado.
Os resultados apresentaram evidencias de que a compra de alimentos perecíveis é
percebida como mais arriscada por clientes da loja física do que clientes da
Internet e que o risco de desempenho/físico desempenha o papel mais importante
na percepção do risco total.<br>The perceived risk in online shopping is seen by many authors as an
obstacle for the growth of electronic commerce. The online retailing makes
impossible for customers to evaluate the tangible attributes due the impossibility
of physical examination of the product. In the case of groceries, the Internet still is
an unexplored channel, once the consequences of a spoiled product can be
potentially severe, causing damage to one`s health. This study intended, through a
sample of customers of a supermarket chain located in Rio de Janeiro, to compare
the perceived risk in online shopping of groceries through customers of different
channels of the supermarket. The results presented evidences that the shopping of
groceries is perceived as more risky by costumers of physical store than by
costumers of Internet and that the performance/physical risk represents the most
important role in risk perception.
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Patania, Fortunato. "The future of retailing: analysis of the context and development of the Omni-Channel strategy." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2018.
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Con la presente ricerca si pone in essere uno studio sulla dimensione del business del Retail, mediante un approccio teorico al quale sono stati correlati alcuni casi aziendali.
Negli ultimi anni, l’evoluzione dello spettro di abitudini del consumatore, con la rapida diffusione delle tecnologie di rete, ha richiesto alle aziende di attuare approcci e strategie nuove ed integrate per il raggiungimento del successo aziendale.
L’analisi dei segmenti di clientela ha dimostrato come l’avvento di Internet abbia inevitabilmente generato impatti sia sulla vita delle persone sia sul modo di fare impresa. Ciò ha creato delle opportunità, come ad esempio una maggiore visione globale del mercato, ma anche fenomeni quali lo ShowRooming e il WebRooming, che devono essere contrastati se incontrollati o altrimenti sfruttati.
Oggi i clienti interagiscono con le aziende attraverso diversi punti di contatto su più canali e media. Questi cambiamenti richiedono alle aziende di integrare più funzioni per offrire esperienze positive ai clienti. Il Retail infatti, si è fisiologicamente evoluto negli anni passando dal classico negozio mono canale, fino ad un concetto più complesso che integra l' online e l'offline. Ciò porta le aziende a rivedere l’intera supply chain. L’analisi del business di Apple, Burberry e Morrisons/ Amazon ha permesso di studiare l’applicazione della strategia Omni-Channel nel rispettivo settore di competenza, approfondendo i vantaggi/ i problemi riscontrati. Infatti, seppur oggi non sia utilizzata da tutte le aziende a causa degli sforzi necessari per l’adottamento, la strategia Omni-Channel è ancora inevitabilmente destinata a prospettive di crescita capillare che porterà ad una evoluzione del concetto stesso di negozio verso una dimensione integrata di vendita al dettaglio. Infine, l’analisi dei trend di business di DHL e UKMail ha permesso di porre l’enfasi sui temi del fullfillment e del last mile delivery.
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Gondal, Mansoor Ahmed. "Central Warehousing and Omni channel logistics strategy : A case study of baby products provider and clothing retailer." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Centre of Logistics and Supply Chain Management (CeLS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48916.
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Background: Retailing industry has been growing all around the world tremendously. We will see a remarkable change and improvement in clothing and baby products retailing industries in Sweden. Previously, companies either try to sell through traditional brick and mortar physical stores or online. But since the last decade, to become successful company in new global world, companies realize the fact that they need to combine the strategy of selling through different channels. In plain words the integration of these channels is referred as an omni-channel. Combining the different selling strategies and offering through different mode of channels raises the need for enhanced performance management throughout the supply chain. Within supply chain, warehouse is a crucial element and due to shift in strategies it is the most affected section. An efficient warehouse design is become essential in order to get performance and cost-effective benefits. Purpose: The purpose of this study is to analyze the impacts of having omni channel strategy on warehouse management. How it affects the overall working of warehousing, and influence their planning, need for improvement, integration and optimization. Further, challenges that a central warehouse faces in accordance to meet new demands and needs, raised due to omni channel strategy e.g. buy anything from anywhere at any time, could be explored along with their possible solutions. Method: An exploratory study is conducted, with qualitative case study methodology. Primary data with semi-structured interviews were considered to be main data collection method. Conclusion: The author has founded challenges that central warehouse faces during its operational activities. Challenges that are identified in central warehouse operational activities with reference to omni channel logistics strategy are human errors, additional work, large and mix pallets, barcoding, ERP and WMS low level integrated systems, unsuitable warehouse design, incompatible picking gears, ineffective automated packing machine and shipping. But these problems can be solved by having optimal integrated ERP system, RFID technology, new improved information technology, improved warehouse layout design and using advanced picking gears.
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Falk, Johan. "Physical Mobile Interaction in Omni-Channel Retailing : Using the customers’ smartphone to interact with smart objects in a store." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-107953.
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While shopping in a retail store today the customers are often interacting with multiple sale channels when making a purchase. These channels can include in‑store terminals, the customers’ smartphone etc. This thesis looks at how physical mobile interaction can be implemented to enhance the experience when using different channels for a purchase. Physical mobile interaction is a way for a user to interact with real world objects using a mobile device. This thesis examines how some of these techniques can be used in a retail store using the customers’ own smartphone device. With todays smartphone market with several different operating systems available it is important to find find an implementation which suits the majority of the users. This paper details which technologies that are available to implement the physical mobile interaction on the major smartphone platforms. It also discusses important design decisions for it to work on these platforms. The paper concludes that it is possible to implement these techniques on todays major smartphone platforms. It also concludes that the best technology can not always be used because of limitations on one or more platforms.
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Forsberg, Swanström Emilia, and Jenny Yip. "Kombinerade försäljningskanaler : En studie om Julas beslut att avveckla sin elektroniska försäljningskanal." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-22847.
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Studien uppmärksammar det svenska företaget Jula, som vid en tidpunkt då tillväxt råder på den elektroniska marknaden, väljer att lägga ner den elektroniska försäljningskanalen, för att istället satsa på den fysiska försäljningskanalen. Forskare har de senaste decennierna fokuserat på att företag bör vara verksamma genom kombinerade försäljningskanaler, fysisk försäljning och elektronisk handel, för att nå framgång. Därmed har de inte haft fokus på att företag slutar driva kombinerade försäljningskanaler, vilket företaget Jula kan illustrera. Genom att studera företaget Jula, med hjälp av en intervju och sekundärdata, påvisas att forskare hittills inte beaktat väsentliga faktorer i praktiken, och att det idag finns företag som kan vara framgångsrika och konkurrenskraftiga utan kombinerade försäljningskanaler. Även faktorer som ligger till grund för valet av att inte bedriva elektronisk handel påvisas. Detta mynnar sedan ut i en modell som berör kombinerade försäljningskanaler, där Julas fall och agerande finns implementerat, för att illustrera företagets tillvägagångssätt.<br>This study shows that in a time when electronic commerce is increasing, the Swedish company Jula has decided to closure their electronic retailing channel, to instead expand their physical retailing channel. The last decades the academics have focused on multichannel retailing business to reach success on the market. They have accordingly not focused on business stops running multichannel retailing, which the example with Jula can illustrate. Through an interview with Jula and indirectly data proves that the academics have not included essential aspects in practice, and that there are business today that can reach success and have competitive advantages without multichannel retailing, plus factors that influenced Jula in the decision to closure. This discharges in a model of multichannel retailing, which includes Julas specific case and their choice, to illustrate Julas different procedure.
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Alsomali, Afrah Yassin. "Multichannel service retailing : examining the moderating effect of customer characteristics on the relationship between channel performance satisfaction and behavioural intention." Thesis, University of Leeds, 2013. http://etheses.whiterose.ac.uk/6519/.
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The advent of multiple channel strategies motivate service providers, especially banks, to link their traditional existing channels (i.e., the service provider’s employees) to more innovative channels such as the Internet; in an attempt to increase profitability by retaining their existing customers and attracting new potential customers. The purpose of the current research is to identify factors which influence customers’ satisfaction with the performance of a service provider’s multiple channel's which might lead to desirable behavioural outcomes such as staying loyal. In particular, this study focuses on the interaction affects personality traits (i.e., the five-factor model of personality) might have on the relationship between satisfaction with multichannel performance and behavioural intention, and how significant these interaction effects are in enhancing or weakening this relationship. Data was collected primarily using a questionnaire which was completed by a sample of 380 chosen customers of various Saudi banks in the city of Jeddah. Results obtained from performing structural equation modelling indicate that customers’ satisfaction with both employee channel performance and on-line banking channel performance have a positive significant effect on their behavioural intention. In addition, existence of channel synergies was confirmed; whereby customers’ satisfaction with the bank employee’s fact-to-face performance leads to a positive attitude towards the channel and, in turn, this positive attitude extends to the on-line banking channel. Findings have also revealed a positive moderating effects that the extravert trait has on enhancing the positive relationship between their satisfaction with the online channel’s performance and behavioural intention, whilst, at the same time displaying negative effect on satisfaction with the employee channel’s performance and behavioural intention, which indicates that extravert individuals from the study sample are adventurous and are in favour of trying new ways of performing their banking activities. Furthermore, both neuroticism trait and openness to experience were found having a negative moderating effect on customers’ satisfaction with the employee channel’s performance and behavioural intention. However, no significant interaction effects were detected for these traits on satisfaction with online banking and behavioural intention. As for technology readiness, no moderating effects were found with regards to this relationship. Finally, there are several managerial implications provided by the study as well as direction for future research.
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Binadam, Zulnasree, and Alexandra Balan. "Last Mile Delivery of Swedish Retailers : A study on Swedish Omni-channel retailers and E-tailers." Thesis, Jönköping University, JTH, Logistik och verksamhetsledning, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-54809.
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Abstract Purpose: The purpose of this study is to explore last mile delivery practices among large and medium Swedish omni-channel (OC) retailers and e-tailers. Also, the study aims at analyzing what similarities and differences exist between the two types of retailers. Method: A literature review was carried out in order to gain more knowledge about the topic and develop a theoretical framework, used for analyzing data. Also, a quantitative study was conducted through electronic surveys (secondary data) and website observations (primary data). The 100 retailers were large and medium OC retailers and e-tailers and were selected based on a probability sample. Findings: The study has shown that there are plenty of similarities and differences between the two kinds of retailers. Some of the delivery practices and options that OC retailers and e-tailers perform similarly are unattended HD (unattended home delivery), attached C&C (click and collect), drop shipping, free solitary C&C (click and collect). There are also differences between retailers when it comes to attended HD, time slot, eco delivery or LTL-Courier (Less Than Truckload-courier). E-tailers offer more competitive remote deliveries with more free remote delivery options. OC retailers leverage on both store network and remote delivery services. Thus, OC retailers can learn how to cope with e-commerce growth and adapt their delivery services as e-tailers do. Limitations: This study has a geographical focus on Swedish OC retailers and e-tailers. The data that was collected has been limited to the logistics variables: delivery mode, velocity, time slot, slot price differentiation, delivery fee, eco delivery, picking location, delivery area and transport service. Theoretical implications: This study is an important step towards contributing to academic theoretical literature regarding last mile delivery practices. Based on the previous frameworks, new logistical variables were added, such as more velocities, delivery fee, eco delivery and drop shipping. These contributions were helpful in the process of exploring characteristics about retailers and how they differ from each other. Managerial implications: This research is valuable for managers and retailers in order to find the best logistical strategy. It could be beneficial for OC retailers who face challenges that e-commerce brings and compete with e-tailers. Keywords: Last-mile delivery, Retailing, Omni-channel, E-tailers, E-commerce. Paper type: Research paper
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Cho, Jung Rim. "Effect of Multichannel Retailers’ Cross-Channel Integration Practices on Consumers’ Affective and Behavioral Responses." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1351182773.
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Schmiterlöw, Fredrik, Hampus Renfors, and Filip Åberg. "Knowing Your Customer - The Versatility of CRM in Modern Banking : A case study of niche banks in Sweden." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35630.
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Niche banks emerged from deregulation of the financial market and from the increasing distrust of the established banking oligopoly in Sweden. From its establishment, niche banks narrowed their scope and targeted certain profitable segments of the banking market. The proliferation of the technological development of Customer Relationship Management (CRM) enables banks to collect information and gain more control over its customer base. To create meaningful relationships and retain customers, niche banks reaches out through the convenience of both online and offline channels to provide their products and services. With the support of two Swedish niche banks, namely Länsförsäkringar Bank and ICA Bank, the objective of this study is to understand how Swedish niche banks operate their CRM strategies and how they retain customers across channels. A mixture of deductive and inductive approaches has been used in handling our data. The empirical data collected from interviews was analysed together with secondary data to fulfil our research purpose. The result from this thesis illuminates that there are contrasting views of how CRM systems are used practically within the chosen niche banks. LF Bank’s CRM system falls back on the human factor rather than the technological advancement, while ICA Bank utilizes their CRM as a digital fundament in customer building.
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Adelin, Linda, and Alice Olsson. "Kundens kanalupplevelse : En studie om kunders upplevelse av interaktionen med detaljhandelsföretags olika kanaler." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35719.
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Digital and mobile channels has dramatically changed the retailing environment. New technologies allow companies to integrate information between different channels, in order to create a seamless and personal shopping experience for its customers. This is termed omni-channel retail strategy. In previous research it is discussed that this is the only way for retail companies to survive in the new retail environment. Previous research has focused on customer attitudes and values but not on their actual behaviour. Thus, more research is required on how customers combine different channels during their buying process and how they experience the interaction. The purpose of the thesis is to create an understanding of how the omni-channel customer experiences its interaction with retailing channels. The goal is for companies to be able to use this study to better understand their customers experiences, and thereby improve their omni-channel strategy. In order to achieve the purpose of the study, a theoretical model, S-O-U, has been designed based on the classical Stimulus-Organism-Response model, which often is used to describe consumer behaviour. The theoretical model has been used as a basis for the study's implementation and analysis. The study has a qualitative research strategy, and the data has been collected through focus groups. The collected data has been analysed based on the theoretical framework of the study, and the result shows that the customer uses different channels during its buying process to maximize their exchange. Furthermore, it has been found that the customer has different needs during the phases of the buying process. At the beginning of the buying process the customer is primarily driven by utilitarian values, while at the end of the buying process it is rather driven by hedonic values. The selection of channel depends on how well the channel can meet the customer's needs. Although the customer is driven by different values during the buying process, the result has clearly shown that both utilitarian and hedonic values are necessary for the customer to have a positive experience of the interaction with different channels.
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Lekeborn, Amanda, and Måns Lindqvist. "Multikanalförsäljning: fysisk försäljningskanal och e-handelskanal : En fröjd eller totalt missnöjd?" Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-149049.
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Bakgrund I takt med en ökad digitalisering sker handel idag inte endast i fysiska butiker. Fler och fler klädföretag använder idag e-handel som försäljningskanal för att sälja sina produkter, samtidigt som efterfrågan från konsumenter är i ständig förändring. Trycket på att tillgodose kundernas behov och skapa kundnöjdhet sätter press på företagsledningar att använda flera kanaler, känt som multikanalförsäljning. Som följd har begreppet multichannel customer management vuxit fram som lyfter vikten av att utvärdera sina kanaler för att i sin tur kunna allokera resurser till respektive kanal. Syfte Syftet med studien är att inom klädbranschen undersöka hur ett antal nyckelfaktorer påverkar kundnöjdheten inom fysiska försäljningskanaler respektive e-handelskanaler. Vidare ämnar studien förklara vilka av nyckelfaktorerna företag för respektive försäljningskanal bör fokusera på i syfte att uppnå kundnöjdhet och i sin tur kundlojalitet. Genomförande Med ett realistiskt perspektiv, en deduktiv ansats och en kvantitativ metod har 8 hypoteser tagits fram utifrån befintlig forskning. Den empiriska undersökningen bestod av en enkät som delades ut på Linköpings universitet och besvarades av 224 studenter inom Generation Y. Vidare användes programmet SPSS för att genomföra en statistisk analys av insamlad primärdata. Slutsats För att uppnå kundnöjdhet och i sin tur kundlojalitet visar studiens resultat att företag, för sin fysiska försäljningskanal, bör fokusera på faktorerna service, tillgänglighet, tid och säkerhet. Studiens resultat visar även att företag för sin e-handelskanal bör fokusera på produktgaranti, tid och säkerhet för att uppnå kundnöjdhet och kundlojalitet.<br>Background: Companies today are, due to an increased digitization, forced to use more than traditional stores to reach out to their customers. More and more retailers are now using online stores to meet an even broader market and to attain customer satisfaction. Using more than one channel has become known as multichannel retailing, from which a concept known as multichannel customer management has started to grow. The concept says that as the number of channels used increase, companies need to evaluate their channels in order to allocate resources to each one. Purpose: The purpose with the study is to examine how a couple of key factors, in the apparel industry, affect customer satisfaction in traditional and online channels. The study aims to explain which one of these factors each channel should focus on to achieve customer satisfaction and customer loyalty. Completion: With a realistic perspective, deductive approach and quantitative method 8 hypothesis have been tested. The empirical study was conducted by handing out a survey on Linköping University and in total 224 respondents within Generation Y answered. To analyze the collected data, the statistical software SPSS was used. Conclusion: In order to accomplish customer satisfaction and customer loyalty the study shows that companies, for their traditional stores, should focus on service, accessibility, time and safety. The results of the study shows that companies, for their online stores, should focus on product guarantee, time and safety.
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Chautard, Tiphaine. "Histoire d'une "révolution culturelle" de la distribution. De l'omni-canal à l'omni-commerce, une analyse du changement et de sa mise en récit." Thesis, Lille 2, 2018. http://www.theses.fr/2018LIL2D021/document.
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L’omni-canal constitue un idéal que la plupart des distributeurs cherche à atteindre en vue de s’adapter aux nouvelles exigences du marché (i.e. évolution du comportement des consommateurs et des standards concurrentiels). Dans la lignée des recherches en marketing de la distribution, nous cherchons à comprendre comment s’opère la mutation des distributeurs multi-/cross-canal vers l’omni-canal, du point de vue organisationnel. Au-delà de l’aspect technologique (e.g. modernisation des systèmes d’information ou logistiques), nous nous interrogeons sur la dimension culturelle de la transformation de ces acteurs « historiques » (e.g. révision des modes de fonctionnement et de pensée au sein des organisations et auprès de leurs membres). Nous nous intéressons d’abord à l’émergence de l’omni-canal et soulignons le changement culturel qu’il requiert ; la culture organisationnelle permet ensuite d’appréhender ce que recouvre ce changement culturel ; enfin, dans le cadre d’une stratégie de marketing interne, le storytelling contribue à faciliter la mutation auprès des collaborateurs, premiers destinataires du changement. Nous mettons en oeuvre une étude de cas multiples pour explorer la manière dont la mise en récit du changement par les distributeurs permet de favoriser l’émergence et le déploiement d’une « culture omni-canal ». Nos résultats témoignent d’une convergence dans la manière dont le changement s’opère mais aussi dont les distributeurs le racontent au travers d’un « storytailing » commun, dessinant les prémices d’une « révolution culturelle » de la distribution. Celle-ci se traduit par une vision élargie de la notion d’omni-canal à celle « d’omni-commerce » et une volonté des distributeurs de définir leur agency<br>Most retailers strive to reach the omni-channel ideal in order to meet new market requirements (i.e. evolution of consumer behavior and competition standards). In this study, we seek to understand how multi-/cross-channel retailers transform into omni-channel, from an organizational point of view. Beyond the technological aspect (e.g. modernization of information systems and logistics), we investigate the cultural dimension of the change in “historical” actors (e.g. overhaul of processes and ways of thinking inside organizations and among their members). First, we explore the emergence of omni-channel and outline the cultural change that it requires; then, we investigate organizational culture as a means to achieving such cultural change; finally, when formulating marketing strategy, we propose storytelling as an internal marketing approach with collaborators, who are often the first recipients of change. We conduct multiple case studies to explore the narrative of change whilst favoring the emergence and deployment of an “omni-channel culture”. Our findings show confluent results about the way retailers change and tell this story. Their narrative reveal a shared “storytailing”, shaping the premises of a “cultural revolution” in retailing. It is reflected in the proposition of a widened conception of omni-channel through “omni-commerce” and a wish for retailers to define their agency
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Manß, Rico. "Cross-channel integration: A consumer and supplier perspective." HHL Leipzig Graduate School of Management, 2020. https://slub.qucosa.de/id/qucosa%3A73877.
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With the rise of the Internet and the emergence of online shopping, traditional retailing has transformed substantially. Retailers have developed multichannel strategies and, in particular, have integrated their offline channels with online channels. Such an integration of offline and online channels is associated with the concept of cross-channel integration. This cumulative dissertation aims to investigate cross-channel integration holistically from a demand point of view and a supply point of view. It consists of four independent studies embedded in an overarching introduction and conclusion part. The first study provides the conceptual base by conducting a systematic literature review. It identifies, analyzes, structures, and extracts 169 publications in the research field of cross-channel integration and concludes by suggesting two dominant paths for future research. These two research directions are addressed in three subsequent empirical studies. One empirical study focuses on the consumer perspective by investigating channel switching behavior. It finds that customers have a fundamental need for certainty within and after the buying process when it comes to channel switching. The remaining two studies are related to the supply side of cross-channel integration and investigate effects of strategies, retailers can deploy when integrating channels. One study assesses the profitability of a channel addition. It establishes that adding an offline store to online channels increases profits absolutely, but reduces the profit margin in the short run. The other study related to the supply side conceptualizes cross-channel technologies along the customer’s purchase process and experimentally assesses one of these technologies. Finally, based on the insights of the four independent studies, the dissertation concludes by summarizing the contribution and by deriving overarching implications for researchers and practitioners, the latter are equipped with a checklist for cross-channel integration.
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BERN, PATRIK, and Joakim Larsen. "How to Target the Need for Self-Scanning Solutions in the Northeastern American Food Retail Market : A Case Study with Datema." Thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-189466.
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The development of digital solutions has changed the way consumers complete purchases today. New distribution channels through internet and mobile applications have come to challenge the business of traditional retailers. Thus, retailers must find new ways of keeping customers loyal to the store. One way of retaining customers is to provide a more prominent customer experience. This study focuses on technological solutions for the food retail industry that enables the creation of this experience, more specifically self-scanning applications provided by the Swedish company Datema.The Swedish market, in which Datema acts, is among the most technologically advanced in the world regarding self-scanning solutions and has begun to reach a maturity phase. This, along with desires to expand the marketplace, has created an attraction to larger foreign markets such as North America. Similarities in business culture and a strong buying power have led to a certain interest in the Northeastern part of America. Thus, the purpose of this thesis is to investigate the need for self-scanning solutions in this specific area and to provide recommendations for how the market could be targeted.To create an overview of the market structure the consumer market has been studied through an in-depth literature review of the latest market investigations. Furthermore, the technological level of Northeastern supermarket chains was investigated through market observations and interviews with store managers in Boston, Massachusetts. To create the holistic view of the market, interviews with experts in the US retail market and with US IT-vendors were conducted. Additionally, interviews with management consultants and experts in market entries have contributed to answering the question of how the market should be entered. Finally, in order to provide conclusions and recommendations, the results have been analyzed with relevant literature and theories within marketing, change management and entry mode management.The findings in this master thesis indicates that there is a need for technological solutions that enhance the customer experience in the Northeastern American food retail market. Furthermore, the technological level of the existing supermarket chains in Boston is considered low and that the level and acceptance varies with the store concept. The previous resistance towards implementation of new technological solutions in the stores was found to mainly depend on a low knowledge, low trust in the consumers and fear of losing customer interaction.Datema is recommended to address the middle and high-end supermarket chains with a follower approach. Further recommendations include that the market should be entered through a joint venture with a local partner.
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Holmberg, Julia, and Karl Forsblom. "Butiksdöden – myt eller verklighet? : En kvalitativ studie om vad den ökande e-handeln innebär för fysiska handelsplatser." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-170374.
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Den fysiska handelsplatsen har länge varit kärnan inom handeln men utmanas nu av den växande e-handeln. Statistik från HUI Research och Svensk Handel visar att e-handeln i Sverige har haft en stark tillväxt de senaste åren som beräknas fortsätta öka. Men vad innebär egentligen den ökande e-handeln för fysiska handelsplatser? Genom media får vi bilden av att konsekvenserna av en ökad e-handel resulterar i en butiksdöd. En mängd forskare menar att konsekvenserna snarare är en ökad integrering av e-handel och fysisk handel. Vi genomförde tidigt en förstudie som visade att det finns en avsaknad av ett empiriskt synsätt i diskussionen kring vad den ökande e-handeln innebär för fysiska handelsplatser. Syftet med studien blev således att komplettera nuvarande forskning genom en kvalitativ studie som applicerar ett empiriskt synsätt och undersöker vad den ökande e-handeln innebär för fysiska handelsplatser. Det gjorde vi genom att intervjua fastighetsägare och handelsaktörer inom detaljhandeln. Studiens resultat visar att det finns skäl till att tro att de fysiska handelsplatserna kommer påverkas ju mer e-handeln växer. Den digitala- och fysiska handeln kommer att integreras ännu mer och fastighetsägares strategier förändras för att se till att deras handelsplatser förblir attraktiva när e-handeln ökar.<br>Since way back the physical retail location has been the core of retail, however it is now challenged by the emerging e-commerce. Statistics from HUI Research and the Swedish Trade Federation show that e-commerce in Sweden has experienced strong growth in recent years and is expected to rapidly increase and transform the physical retail landscape. But what does the growing e-commerce really mean for the physical stores? From what media cover in the news we get the impression that the consequences of increased e-commerce result in a death of physical retail stores. A number of researchers argue that the consequences are instead rather an increased integration of e-commerce and commerce in physical stores. From the pre-study we conducted there was an indication that the discussion of what the increasing e-commerce entails for the physical stores lacks an approach consisting of an empirical perspective. The purpose of the study was thus to supplement current research through a qualitative study that applies an empirical approach and investigates what the increasing e-commerce entails for the physical stores. We did this by interviewing real estate property owners and retail players within the retail sector. The result of the study shows that there is reason to believe that the physical stores will be affected the more the e-commerce grows. Digital and physical commerce will be integrated even more, and property owners' strategies change to ensure that their real estate remain attractive when e-commerce grows rapidly and the market transforms.
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Lund, Charlotte. "The Effects of E-commerce on Retail Property Values : A study about how the growth of e-commerce affects property values in the retail real estate sector." Thesis, KTH, Fastigheter och byggande, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-277028.
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With new ways of shopping, it could be assumed that not all actors within the retail sector will come out as winners. As the growth of e-commerce has been continuously rapid over many years, there is evidence for physical retailers suffering of sales losses.Behind every retailer stands a real estate owner that is reliant on the rental income ofits tenants, which could be assumed to be violated if the retailers are not resistant to the changes within the retail sector. If the income losses of the retailers are displaced to the real estate owners, it might have negative effects on the value of their retailproperties. This thesis investigates what effects the growth of e-commerce has onretail property values. The research questions of this research have been answered by interviewing real estate owners and property valuers with expertise on this topic. With basis of the results from the interviews, a case study has also been conducted on one of Stockholm´s mostprominent retailer – NK. Concluding the most obvious challenges and foresights from the real estate owner and the valuer´s perspective, three scenarios for valuing NK Stockholm was produced. It was concluded that real estate actors differ in their view of e-commerce. Some viewe-commerce and physical retail as complements, while some see them as opposites.They also have different strategies for how they work with growing e-commerce att heir physical retail areas. The different approaches are supposedly connected to how involved the real estate owners are with their retailers, and what retailers they have.The most prominent challenge is to create a retail space that attracts the righ tcustomers. To decide what retailers should be included, and what concepts that consumers demand. It was concluded that real estate actors differ in their view of e-commerce. Some view e-commerce and physical retail as complements, while some see them as opposites.They also have different strategies for how they work with growing e-commerce at their physical retail areas. The different approaches are supposedly connected to how involved the real estate owners are with their retailers, and what retailers they have.The most prominent challenge is to create a retail space that attracts the right customers. To decide what retailers should be included, and what concepts that consumers demand the income will decrease. If the real estate owner work actively on adapting to marketchanges, consumer behavior and consumer demand, it is more likely that property values will not decrease as income is generated alternatively, and as Omni-channeled retailer Scenario depictures, the value can even increase. The Food & Beverages Scenario was a middle way, where the real estate owner invested in new usages for the vacant retail spaces, restaurants and cafes. The cost of investment and the cost of maintenance and other operational costs, as there is more wear on restaurant spaces,will cause a decrease in value. The most prominent outtake of this research is how significant the strategy of the realestate owner is for the value. Real estate owners applying the “wrong” strategy in timesof structural changes, risk a decrease in their property values.<br>Med nya möjligheter att konsumera, kan det antas att inte alla aktörer inom detaljhandeln kommer ut som vinnare. Då e-handeln ökat stadigt under många år,finns det belägg att tro att de fysiska detaljhandlarna tappar andelar av deras försäljning. Bakom varje detaljhandlare finns det en fastighetsägare som är beroende av hyresintäkter från sina hyresgäster, som riskerar att minska om detaljhandlarna inte kan hantera de strukturella förändringar som detaljhandeln genomgår. Om ett inkomstbortfall från detaljhandlare förskjuts till fastighetsägarna finns det riskatt det har negativ påverkan på värdet av dessa detaljhandelsfastigheter. Denna uppsats undersöker vilka effekter som den ökade e-handeln har på detaljhandelsfastigheter. Genom att intervjua fastighetsägare och fastighetsvärderare med god kompetens inomområdet har forskningsfrågorna för denna uppsats besvarats. Grundat på resultatet från intervjuerna har en fallstudie på en av Stockholms mest välkända handelsvaruhus– NK Stockholm gjorts. En sammanfattning av de mest framstående utmaningarna och de framtidsspaningar som togs upp under intervjuerna, skapades tre olikascenarier för att värdera fastigheten som NK Stockholm ligger i. Från studien kan sammanfattas att fastighetsägarna har olika syn på e-handeln. Vissa ser e-handeln och den fysiska handeln som komplement, medan andra ser e-handeln och fysiska handeln som motpoler och i vissa fall direkta hot. De har också varierande strategier för hur de valt att arbeta mot ökad e-handel på deras fysiska handelsytor. De olika förhållningssätten ser ut att grunda sig på hur involverade fastighetsägarnaär i deras detaljhandelshyresgästers verksamheter, samt vilken typ av detaljhandelshyresgäster de har. De största utmaningarna är att skapa handelsytor som attraherar rätt besökare, bestämma vilka hyresgäster som ska ingå, samt vilka koncept som efterfrågas av besökarna. I fallstudiens första scenario förhöll sig fastighetsägaren relativt passiv, utan några direkta åtgärder i en situation där vakanserna ökade som en effekt av ökad e-handel.Utfallet blev att fastighetsvärdet minskade, allt annat lika, då intäkterna gått ner. Om fastighetsägaren istället jobbar med att anpassa ytorna och detaljhandelshyresgästerna för vad konsumenterna efterfrågar, visar det att intäkterna istället kommer att öka. I det andra scenariot, investerade fastighetsägaren i att hitta nya användningsområden för de vakanta ytorna såsom restauranger och caféer. Kostnaderna för investeringar av detta slag, sammanslaget med de ökade drift och underhållskostnaderna och ökat slitage på denna typ av ytor kommer att innebära en värdeminskning. Den mest framträdande lärdomen från denna uppsats är hur betydande den individuella fastighetsägarens strategier för sina respektive handelsytor är. Fastighetsägare som väljer “fel” strategi riskerar att tappa delar av sina fastighetsvärden.
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Hurtig, Robert, and Elisabeth Forsberg. "Hallå, är någon där? : En studie om informationsnyttjande mellan handelskanaler." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24205.
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Syftet med denna studie har varit att undersöka hur företag samlar in och utnyttjar kundinformation mellan försäljningskanalerna. Men även att utreda motiven bakom att bli en multikanalåterförsäljare samt produkttypens roll i beslutet. En kvalitativ fallstudie med semistrukturerade intervjuer har tillämpats, där fyra företag och en expert deltagit. Studien har visat att information om kunden har varit värdefull och har använts emellan handelskanaler för att anpassa butikens sortimentsmix, skapa välgrundade kampanjer och styra kunder till butik. De mindre företagen, sett till omsättning, har haft mer användning av kundinformation vid beslutet att öppna fysiska butiker än de större. Motivationen bakom att bli multikanalhandlare har varit potentialen att nå fler kunder men även bättre kundfokus. Andra faktorer än produkttyp har varit av intresse för företagen vid öppnandet av de fysiska butikerna men arbetet med returer har visat att produkttyp kan spela roll.<br>The study investigates how companies gather and use customer information between sales channels. But it will also investigate the motive behind expanding to multichannel retailing and the role of the product type in that decision. A qualitative case study with semi structured interviews has been applied, were four companies and one expert has participated. The study has shown that data about the customer has been valuable and has been used between sales channels to adjust the stores product mix, create well-founded campaigns as well as directing customers to the stores. The smaller companies, in terms of turnover, used a greater amount of customer information in the decision of adding stores than the larger ones. The motivation behind going multichannel has been the potential of reaching more customers but also getting better customer focus. Other factors than product type has been of interest to the companies when the stores were added, but the work around product returns has shown that the product type can matter.
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Niemi, Denise, and Jennie Östh. "Från e-handel till butik : Hur renodlade e-handelsföretag som adderar fysiska butiker arbetar för att förmedla en enhetlig bild av varumärket." Thesis, Linköpings universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119633.
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På senare tid har en ny trend inom multikanalförsäljning uppmärksammats, där renodlade e-handlare inser vikten av att finnas tillgängliga för kunden i flera försäljningskanaler och därför adderar en fysisk butik som försäljningskanal. Den nya trenden benämns i studien för Clicks to Bricks. När flera försäljningskanaler opererar under samma varumärke kan svårigheter uppstå i att förmedla en enhetlig bild av varumärket, vilket lyfts fram i befintlig litteratur kring multikanalförsäljning. Det finns dock inga tidigare studier som undersöker utmaningar i att förmedla en enhetlig bild av varumärket specifikt för företag som går från Clicks to Bricks. Baserat på att Clicks to Bricks är ett relativt nytt fenomen som växt fram är forskningen inom området bristfällig och ytterligare studier krävs därför för att ge en ökad förståelse för fenomenet.<br>Background: Recently, a new trend in multichannel retailing has been growing where pure eretailersare realizing the importance of being available to the customer in several sales channelsand therefore adds a physical store to its existing e-commerce. The new trend is further referredto as Clicks to Bricks. When multiple sales channels operate under the same brand difficultiesmay arise in conveying a consistent image of the brand, which is highlighted in the existingliterature on multi-channel retailing. However, there are no previous studies that examinechallenges in conveying a consistent image of the brand specifically for companies going fromClicks to Bricks. Based on the fact that Clicks to Bricks is a relatively new phenomenon thearea is fairly unexplored in the academic world, which means that further studies are needed toprovide a greater understanding of the phenomenon. Purpose: The study aims to provide a greater understanding of the phenomenon Clicks toBricks, by examining the reasons for pure e-tailers to add a physical store as a sales channel andhow they work to convey a consistent brand image. Completion: The study has the design of a multiple case study and has been conducted with aqualitative approach. The study's empirical data is collected from interviews with people onnine different companies that have gone from Clicks to Bricks. Conclusion: This study observes the fact that companies going from Clicks to Bricks haverecognized the importance of communicating a consistent brand across their sales channels.Companies have, however, started its work towards communicating a consistent image of thebrand at a late stage in the establishment process. The study identifies opportunities forimprovement in terms of conveying a consistent brand when it comes to companies going fromClicks to Bricks.
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Zabloudilová, Pavlína. "Analýza současného stavu a trendů v distribučních cestách na německém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-196529.
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The objective of this master's thesis is to analyse trends in distribution in the German market and evaluate their importance in the retail environment. The first chapter of the thesis deals with the issue of distribution from a theoretical perspective. Analysis of the German economy and retail environment serves as a basis for further elaboration of the thesis. In the German market is growing the importance of the e-commerce and there is a tendency of integration of distribution channels. The current situation and trends in distribution channels as well as the trends of the future are outlined on the basis of secondary data. The analysis is completed by qualitative research, which determines the potential use of current trends.
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Elman, Ebba, and Elina Ulvsbäck. "Integration mellan försäljningskanaler : En fråga om kommunikation, ledarskap och målsättning." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-151232.
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Bakgrund E-handeln utgör idag en allt större del av den totala detaljhandeln och kunder ställer högre krav på en sömlös shoppingupplevelse. Detta kräver en viss integration mellan försäljningskanaler vilket kan mätas i begreppen multi-, cross- och omni-kanal. Syfte Syftet med studien är att undersöka integrationen mellan försäljningskanaler inom svenska klädföretag samt lokalisera de mest problematiska områdena inom integrationsarbete. Vidare är syftet att undersöka hur kommunikation, ledarskap och målsättning påverkar integrationsarbete. Metod Detta är en kvalitativ studie där det deduktiva angreppssättet använts, med inslag av det induktiva angreppssättet, där tidigare forskning legat till grund för utformandet av studien. Det empiriska materialet har samlats in genom åtta semistrukturerade intervjuer med fem fallföretag och där studiens KAI-modell legat till grund för intervjuguiden. Slutsats Tack vare studien kan vi konstatera att uppfattningen av begreppet integration på den svenska klädmarknaden är splittrad. Många företag har ett starkt kundfokus vilket leder till att interna lösningar åsidosätts vid ett integrationsarbete, vilket leder till meningsskiljaktigheter mellan försäljningskanalerna. Vidare kan vi se att kommunikation har en stark påverkan på integrationsarbete vilket även ledarskap och målsättning har, dock inte i samma utsträckning.<br>Introduction E-commerce is expanding within the retail industry and the customer’s demand for a seamless shopping experience is constantly increasing. This requires an integration of channels which can be measured by the terms multichannel, crosschannel and omnichannel. Purpose The purpose of this study is to investigate the integration between channels within Swedish clothing companies and to identify problematic areas within integration. Furthermore, the purpose is to investigate in how integration is dependent on communication, leadership and goalsetting. Method This qualitative study has a deductive approach but with elements of an inductive approach and was founded upon previous research. The study includes five business cases which has participated in a total of eight semi structured interviews and the study’s KAI-model has been used as a framework for the interviews. Conclusion The result of the study shows that there is a defuse definition of the term integration among Swedish clothing companies. The majority of companies within the study has a strong customer focus which has led to a lack of focus on internal processes which creates indifferences among the channels. The study also shows that communication has a strong impact on integration. Leadership and goalsetting also effects the work of integration but not in the same extent as communication.
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Francesca, Serravalle. "Augmented reality in retail : an analysis of this immersive technology through consumers’ and retailers’ perception." Thesis, Lyon, 2020. http://www.theses.fr/2020LYSE3048.
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Avec l'avènement de l'internet et du processus de digitalisation, le monde du commerce de détail a connu de nombreux changements. En fait, ce processus a incité tous les secteurs à intégrer la technologie dans leurs processus de vente. Dans le commerce de détail en particulier, ce processus a permis aux mondes physique et digital de commencer à se rencontrer. Dans ce scénario, on est passé de la vente multicanale, comprise comme un ensemble d'activités où les biens sont vendus par différents canaux (en ligne et hors ligne), à une omnicanale, où les deux canaux (en ligne et hors ligne) sont intégrés au cours du processus de vente. De cette manière, les barrières géographiques et physiques existantes ont été supprimées, laissant la place à une expérience complète pour le consommateur. Dans ce scénario se situe le travail de cette thèse de doctorat, qui découle de l'intérêt d'étudier la perception des consommateurs et des distributeurs dans l'utilisation des technologies immersives, avec un accent particulier sur ce qui est prédit par les rapports comme la technologie immersive la plus utilisée dans les cinq prochaines années : la réalité augmentée.A travers trois études exploratoires (deux études qualitatives -un côté des consommateurs et l’autre côté des détaillants- et la dernière quantitative), le présent travail de thèse vise à étendre les connaissances sur le comportement des consommateurs et des distributeurs inhérents à cette technologie. Au chapitre 2, la perception qu'ont les consommateurs de la réalité augmentée pendant les phases d'un processus d'achat est analysée au moyen de 20 entretiens semi-structurés, qui décrivent les principaux avantages et inconvénients perçus. Le chapitre 3 analyse le côté des distributeurs à travers 4 études de cas, dans le but d'étudier leur perception de la préparation à l'adoption de cette technologie immersive. Enfin, le chapitre 5 vise à mesurer la relation entre l'implication d'un produit et son comportement de consommation, médiatisé par l'immersion dans l'expérience d'achat en réalité augmentée de 254 consommateurs italiens.Les résultats mettent en évidence le rôle de la technologie immersive lorsqu'elle est associée à une implication émotionnelle avec un produit, sans laquelle elle reste un simple instrument hédonique. En fait, d'une part, les consommateurs perçoivent la technologie comme un outil supplémentaire et autonome, si elle n'est pas combinée avec des produits particuliers qui les intéressent. D'autre part, les distributeurs sont conscients des principaux avantages apportés par l'introduction de nouvelles technologies, mais sont réticents à les inclure. Cela est principalement dû à deux facteurs : la petite et moyenne taille des entreprises en Italie et une faible propension à éviter le risque et l'incertitude donnés par toutes les innovations non testées par leur secteur. Les implications de la relation entre l'implication du produit et les intentions comportementales médiatisées par l'expérience immersive avec la réalité augmentée décrite dans le modèle développé dans cette thèse de doctorat ouvrent de nouveaux horizons managériaux pour toutes les entreprises qui sont conscientes des avantages de ces technologies et souhaitent les mettre en œuvre pour améliorer leurs performances<br>With the advent of the internet and the digitisation process, the retail world has undergone numerous changes. As a matter of fact, this process has prompted all sectors to integrate technology into their sales processes. Particularly in retail, this process has meant that the physical and digital worlds have begun to find a meeting point. In this scenario there has been a shift from multi-channel, understood as a set of activities where goods are sold through different channels (online and offline), to a omnichannel retailing, where the two channels (online and offline) are integrated during the sales process. In this way, existing geographical and physical barriers are removed, leaving room for an all-round experience for the consumer. In this scenario is placed the work of this doctoral thesis, which stems from the interest of investigating the perception of consumers and sellers in the use of immersive technologies, with a particular focus on what is predicted by the reports as the most used immersive technology in the next five years: augmented reality.Through three exploratory studies (two qualitative studies on the consumer and retailer side and the last quantitative one), the present work aims to extend knowledge on the consumers’ and retailers’ perception on this technology. In chapter 2 consumers’ perception on augmented reality during the phases of a purchasing process is analysed through 20 semi-structured interviews, outlining the main perceived benefits and disadvantages. Chapter 3 analyses retailers’ side through 4 case studies, with the aim of studying their perception and readiness to adopt this immersive technology. Finally, chapter 5 aims to measure the relationship between the involvement of a product and its consumption behaviour, mediated through the immersion in the augmented reality shopping experience by 254 Italian consumers.Results highlight the role of immersive technology when combined with emotional product involvement, without which it remains a mere hedonic instrument. In fact, on the one hand consumers perceive technology as an additional, stand-alone tool, if not combined with specific products of their interest. On the other, retailers are aware of the main benefits brought by the introduction of a new technology, but they are reluctant to adopt it into their business. This is mainly due to two factors: the small and medium size of companies in Italy and a high uncertainty avoidance given by all the innovations not tested by their sector. The relationship between product involvement and behavioural intentions mediated by the immersive experience with augmented reality described in the model of this PhD thesis opens new managerial horizons for all those companies, which are aware of the benefits of these technologies and that would like to improve their performance using immersive tools<br>Con l’avvento di internet e il processo di digitalizzazione, il mondo della vendita al dettaglio ha subito numerosi cambiamenti. Infatti, questo processo ha spinto tutti i settori a integrare la tecnologia nei propri processi di vendita. In particolar modo, nella vendita al dettaglio questo processo ha fatto sì che il mondo fisico e quello digitale iniziassero a trovare un punto di incontro. In questo scenario sì è assistito infatti al passaggio dalla vendita multicanale, intesa come un insieme di attività dove le merci vengono vendute attraverso diversi canali (online e offline), ad una vendita omnicanale, dove i due canali (online e offline) sono integrati durante il processo di vendita. In questo modo, le barriere geografiche e fisiche esistenti vengono eliminate, lasciando spazio ad un’esperienza a tutto tondo per il consumatore. In questo scenario si colloca il lavoro di questa tesi di dottorato, che nasce dall’interesse di investigare la percezione dei consumatori e dei venditori nell’utilizzo delle tecnologie immersive, con un particolare focus a quella che viene predetta dai report come la tecnologia immersiva più utilizzata nei prossimi cinque anni: la realtà aumentata.Attraverso tre studi esplorativi (due qualitativi lato consumer e retailer e l’ultimo quantitativo), il presente lavoro ha l’obiettivo di estendere la conoscenza sul comportamento dei consumatori e dei venditori inerente a questa tecnologia. Nel capitolo 2 viene infatti analizzata attraverso 20 interviste semi-strutturate la percezione che hanno i consumatori della realtà aumentata durante le fasi di un processo di acquisto, delineando i principali benefici e svantaggi percepiti. Il capitolo 3 analizza il lato dei venditori attraverso 4 casi studio, con l’obiettivo di studiare la loro percezione di preparazione a adottare questa tecnologia immersiva. Infine, il capitolo 5 si pone l’obiettivo di misurare la relazione esistente tra il coinvolgimento di un prodotto e il relativo comportamento di consumo, mediato attraverso l’immersione nell’esperienza di acquisto con realtà aumentata da parte di 254 consumatori italiani.I risultati mettono in evidenza il ruolo della tecnologia immersiva se affiancata da un coinvolgimento emotivo ad un prodotto, senza il quale resta un mero strumento edonico. Infatti, da un lato i consumatori percepiscono la tecnologia come uno strumento aggiuntivo, stand alone, se non abbinato a particolari prodotti di loro interesse. Dall’altro i venditori conoscono i principali benefici apportati dall’introduzione delle nuove tecnologie, ma sono poco propensi ad inserirle. Questo è dovuto principalmente da due fattori: le piccole e medie dimensioni delle imprese in Italia e da una bassa propensione ad evitare il rischio e l’incertezza dato da tutte le innovazioni non testate dal loro settore. Le implicazioni della relazione tra coinvolgimento del prodotto e intenzioni di comportamento mediate dall’esperienza immersiva con realtà aumentata descritte nel modello sviluppato nella presente tesi di dottorato apre nuovi orizzonti manageriali per tutte quelle imprese che consce dei benefici di queste tecnologie, desiderano implementare per migliorare le loro performance
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YE, YAN-LING, and 葉妍伶. "The study of inducting omni-channel retailing service elements." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/xc638r.
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碩士<br>德明財經科技大學<br>流通管理系<br>106<br>Nowadays, the consumption pattern of the distribution service industry is gradually integrated towards virtual channels (e-commerce platform and official website) and physical channels (physical stores) with order information, member information and consumption data. In turn, it evolves into on-line to off-line, which means consumption patterns of “online ordering, offline picking up” or “offline experience, online ordering”. This study is intended to understand the specific implementation of the omni-channel retailing service in the distribution service industry. The so-called full path is the result of evolution from single-channel, multi-channel to cross-channel. Brands and retailers driven by technologies such as the Internet of things, mobile commerce, and community with consumer-centric retailing models to integrate online and offline channels through physical stores, official websites, mobile applications, and social group maketing. with a seamless and consistent buying experience for consumers before sales, sales and after-sales services. This study intends to analyze the three dimensions of omni-channel service through expert interviews and questionnaire surveys: operational management (commodity, inventory, price, benifits), customer service (marketing, membership, after service), and the support service (delivery, payment). The objectives of this study using the importance-usage model: (1) the importance of the specific measures for the current operation of the omni-channel retailers and the current implementation level; (2) the proposed omni-channel retailing service providers prioritize the introduction of elements and continued elements when operating omni-channel retailing. The results of the analysis show that "the demand forecast and immediate replenishment", " click-and-mortar of consumption amount and bonus point" and " member customer marketing " are the priorities to introduce omni-channal retailing services.
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Ataíde, António José Melo Abreu de. "Omni-channel Luxury Retailing: exploring luxury consumers channel practices." Dissertação, 2017. https://repositorio-aberto.up.pt/handle/10216/108878.
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Ataíde, António José Melo Abreu de. "Omni-channel Luxury Retailing: exploring luxury consumers channel practices." Master's thesis, 2017. https://repositorio-aberto.up.pt/handle/10216/108878.
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Weng, Yu-Chien, and 翁瑀謙. "Research of Attractiveness to Consumers for Omni-Channel Retailing Service." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/ytfs6e.
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碩士<br>國立臺灣大學<br>工業工程學研究所<br>105<br>Recently the rapid development of technology is affecting people’s life around the world. The popularity of mobile network and handheld device have gradually changed consumers’ behavior and have led retailers into the era of Omni-Channel. To increase brand visibility and touch points with consumers, retailers provide diverse services via physical store, online shop or even social media, these multiple channel formats in different purchasing phases, which customers can shop across channels, anywhere and at any time. Furthermore, retailers in Taiwan would like to make shopping and buying more convenient to consumers. Meanwhile, Omni-Channel is soon becoming the dominant retail model.
This study tends to probe retailing services that can attract consumers efficiently in Taiwan. We first analyze shopping journey and consumer behavior changes due to technological improvement. In order to observe what factor of retailing services can impact consumers’ attractiveness, we sort out types of retailing service under Omni-Channel business model.
The results indicate that four factors “User Friendly”, ”Personalize Information”, “Safety and Trust”, and “Transaction Procedure”, are all having significant positive impact effect on consumers’ attractiveness. Especially, “Delivery”, “Payment” and “Transaction Time” in transaction procedure are the key items which enhance consumers’ attractiveness among others. Therefore, Omni-Channel business in Taiwan who is seeking for creating other value, have to provide variety and holistic services to improve customers’ satisfaction, and complete their shopping experience.
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Hsiao, Pei-Wen, and 蕭佩雯. "Bricks as well as Clicks:The Categories and Strategies of Omni-Channel Retailing." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/w8yst7.
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碩士<br>國立清華大學<br>科技管理研究所<br>107<br>With the emergence of novel technologies and the followed up new ways that people communicate with each other, retailers nowadays try to contact consumer through multiple touch points. Besides, due to the expansion of channels, many companies start to realize that they should pay more attention to integrate all the channels together. Therefore, the concept of retailing begins to move forward to the new approach so-called omni-channel retailing, which can be defined as a synchronized operating model that aligned all channels together for presenting a single face and unified experience to customers.
Although the concept of omni-channel strategy has been discussed for several years, research on defining the categories within all kinds of applications and the suggestions for developing are almost unexplored. To the best of our knowledge, prior omni-channel literatures are mostly focused on the discussions of what it will influence on consumer behavior and what are the differences between omni-channel concept and other retailing types.
In order to make up the insufficient knowledge for companies’ reference, within this study, we proposed a framework for clearly classifying all kinds of applications and summarized them into four categories: Simple, Hybrid-Showrooming, Hybrid-Webrooming and Fully Omni-Channel. Moreover, after analyzing these four kinds of omni-channel solution, we can also find out the advantages and applicable occasions of each type, as well as the common features among them, which consist four elements: consistency, accessibility, customer orientation and interaction. Furthermore, we end by providing further suggestions and conclusions for companies to develop their own omni-channel retailing.
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Lu, Nien-Tsu, and 呂念祖. "The Study on the Enabler of Omni-Channel Retailing from Consumer Perspective." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/86979920338093776966.
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碩士<br>國立臺灣大學<br>商學研究所<br>104<br>With the prevelance of smart phones and mobile network as well as the technological improvement of both mobile payment and big-data analysis, it is the so-called “Omni-Channel Retailing” era. In different purchasing phases, consumers prefer to combine multiple on-line or off-line channels to finish their buying. In this case, retailers have a need to offer shopping experience in consistence among different channels. This study tends to probe retailing services that can satisfy the attributes of consumers’ demand. First, we analyze consumers’ purchasing process and their behavioral changes in correspond to technological improvement, referring to the evidence shown in the industrial reports and market surveys. Under Omni-Channels context, we sort out attributes which consumers value the most. Secondly, these attributes and their causal factors are adopted to establish a two-dimensional analysis framework, and then we apply this framework to analyze the performance of case companys.
Results of this study are as below: (1) Attributs of consumer’s demand can be classified into 8 items: “Consistency”, “Customization”, “Information Avalibility”, “Pick-up”, “Product Avalibility”, “Enjoyable Shopping Experience”, and “After-Sales Service Avalibility”.(2) “Flow of Information” and “Customer Services” are key factors to the consistency of shopping experience. I hope the research could be the guideline for those who dedicated to the omni-channel retail business.
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Naujoks, Tobias. "Structural changes in online retailing and the marketing mix: An analysis considering multichannel online retailing and voice dialog interfaces." 2020. https://slub.qucosa.de/id/qucosa%3A72873.
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The online retail environment is expanding, enhancing the possibilities for customers to shop online. On the one hand, a proliferation of online channels establishes a multichannel online retailing landscape, which offers customers more alternatives in terms of where to shop online. On the other hand, a change in the user interaction mode of existing customer touchpoints, from graphics to voice, creates new voice dialog interfaces, which enhance the way with regard to how customers can shop online. In this context, this publication-based dissertation aims to generate theoretical and practical contributions on these two most recent developments in online retailing, i.e., multichannel online retailing and voice dialog interfaces, to improve marketing mix decision-making.
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Thao, Ho Thu, and 胡秋草. "A study of omni-channel retailing: the impact of omni-channel customer experience on customer satisfaction and customer loyalty in retail business." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/89936812184492566582.
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Hsieh, Chun-An, and 謝濬安. "Exploring the Impulse Buying Behaviors in Omni-channel Retailing – A case study of Watsons." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/63ev88.
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碩士<br>國立臺灣大學<br>生物產業傳播暨發展學研究所<br>107<br>Global retailing giants, including Amazon, Walmart, and Alibaba, put greater emphasis on the integration of physical and digital channels to developing Omni-Channel Retailing. The omni-channel strategy aims to provide consumers with a seamless experience and services of brand. Via deep integration of offline and online services, retailers have consumers get brand consistency and great shopping experience at anytime and anywhere, preventing them from leave channels and increasing the opportunity of purchase. Retailers in Taiwan also start developing the omni-channel strategy, especially Watsons who is investing on building omni-channel environment un the long-term. Therefore, this study carried out the questionnaire on consumers of Watsons, and the total samples are 406, the valid ones accounting for 360. This study applied the S-O-R model (Stimulus-Organism-Response) to examine which factors will drive the impulse buying behavior, and putting into the moderator variables, including omni-channel channel characteristic and showrooming. The results show that after receiving the marketing stimuli: discount promotion and loyalty program, consumers from different channels validate two patterns of impulse buying. Meanwhile, this study found out that the online shoppers under the omni-channel environment are impacted by the discount promotion to do impulse buying. Based on the results of this research, the following three finding to provide future researchers with foundation to develop and understand: (1) while building the content of questionnaire, shopping experience and product information are the key factors to examine omni-channel, (2) assure the key factors influencing impulse buying behaviors under omni-channel environment, and (3) the showrooming behavior on lower price products is not significant.
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Hsieh, Fang-Ying, and 謝芳盈. "A Study of Factors Influencing the Development of Omni-Channel Retailing E-Commerce Strategy." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/41615419876819133188.
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碩士<br>銘傳大學<br>企業管理學系碩士在職專班<br>105<br>Though the development of omni-channel can provide better service quality and customer experience for physical store retailers, there is still limited studies pertaining to whether these retailers have relevant know-how or sufficient budget, what barriers they will face and how to overcome, and what kind of support Y online platform, a well-known e-commerce solution provider, can supply. Therefore, the objectives of this study are to provide concerete understandings and research insights for the above research questions through case study and personal interviews both for practitioners and academic scholars. Through several times of interviews with experienced brand managers of three well-known global and domestic companies, we found that (1) physical store retailers increasingly set their focuses from offline to online, however, due to higher development costs for the construction of omni-channel infrastructure or limited scale in Taiwan, most of they choose to cooperate with online e-commerce solution provider to achieve their omni-channel strategies, and (2) Y online platform should decide its own positioning for these physical store retailers and what service value it should provide, and in most of times, Y online platform might treat itself as a “supporter” or a “consultant” in order to gain close cooperation with these retailers. Lastly, this study also suggests several insightful solutions not only for physical store retailers but Y online platform as well, and research limitations and future research directions are also adderessed for omni-channel strategy innovation.
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Hendra, Christina, and 林蕭錫. "A Design of Integrated O2O (Online to Offline) Smart Retail Application to Support Omni-Channel Retailing." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/s4b6by.
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碩士<br>國立臺灣科技大學<br>工業管理系<br>104<br>In this increasingly competitive world, the emergence of online business has threatened the market of offline business. Supported with the advancement of information technologies and big data analysis, online business has gained more competitive advantages as they are able to learn their costumers’ behavior better than offline business. Even so, as the customers embrace the Internet and smartphones more and more, online business can attract costumers easier than ever before. Traditional physical stores that fail to adapt to this new market characteristics will be more likely to lose their sales and struggle to keep up with other competitors in the near future.
In this study, we will see how traditional stores can regain their competitive advantage through a framework of O2O (Online to Offline) commerce business model that can create an omni-channel retailing environment. With smartphone as the selected device to bridge end-costumers to the system, we will utilize the data gained from digital receipt to know beforehand the certain customer’s buying pattern, combine the technology of Internet of Things to detect the customer’s current location inside a physical store, and finally through an integrated application we can give the right information for customized product promotion in a context-aware persuasive framework. Finally, a set of incentive mechanism strategies is generated in order to make certain that customers are willing to take part in this system. The proposed strategies are distinguished into three parts, which are increasing store traffic, in-store engagement, and increasing returning customers.
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Chung, Yun-Chen, and 鍾昀真. "A Study of Service Quality on Omni-Channel Retailing in Taiwan：A Case Study of a Fast-Food Chain." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4gauef.
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碩士<br>國立臺灣大學<br>商學研究所<br>107<br>As technology advances, the popularity of mobile network and smart devices have gradually changed consumers’ behavior and have led retailers to a new revolution in the industry - Omni-Channel Retailing. Omni-channel retailers integrate all physical channels (offline) and digital channels (online) to offer customers unified and seamless shopping experience any time and anywhere. Most Taiwanese retailers are still in the early stages of the omni-channel development. However, a fast-food chain in Taiwan has developed the omni-channel business model most rapidly. Thus, the study of the fast-food chain’s omni-channel service quality as a starting point is valuable for further research in Taiwan.
This study aims to probe the shopping experience which customers value when ordering meals through the fast-food retailers’ omni-channel services, the services performed and the gap between these two criteria. We sort the gaps between customers’ expectation and perception of the service offered with the SERVQUAL instrument from PZB service model and IPA model. Furthermore, we discuss their implications in management practices and provide suggestions for omni-channel retailers.
The results indicate that the main channels for the first three stages in omni-channel purchasing pattern are still offline channel. Also, about 80% of the consumers are aware of this new business model, indicating the improvement of omni-channel in Taiwan; however, the rate of purchasing through online channel should be encouraged. Customers’ satisfaction with the convenience of time is relatively high but the satisfaction with personalized properties is relatively low. Moreover, the membership and pre-paid mechanism do not provide experience differences; some of the properties have been shown poorly performed, such as the innovation experience of the store, problem solving ability during purchase, the lack of directions for commodities and unrealized personalized service.
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Liu, Chih-Yun, and 劉芷芸. "How customers react to the response from the company after a data breach event in Omni-Channel retailing." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/m4kqeq.
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碩士<br>國立中央大學<br>資訊管理學系<br>107<br>Based on previous service failures research, we develop hypotheses regarding the effect of
compensation on customer outcomes following a significant data breach and consequent
service recovery effort in the omni-channel retailing context. In addition, we discuss the
impact of the high and low relation quality of customers moderating in data breach event
because that prior studies had found that the degree of customers’ relation quality of the
company might affect customers’ post-breach reaction when they receive different
compensations. Data were gathered by an experimental design with 8 scenarios: 2 (relation
quality: high v.s. low) x 4 (recovery plan: reticence v.s. apology v.s. financial compensation
v.s. security monitoring). Our findings are valuable for retailers to implement when a
significant data breach happens in the omni-channel retailing.
The study concludes that when a very serious data breach event occurs in a well-integrated
omni-channel environment, the compensation strategy is a very important trust remedy
relative to reticence strategy. Customers with different relationship quality will have a relative
significant compensation strategy. This research has practical reference value for retailers in
the era of endless stream of data breach and rapid development of omni-channel retailing.
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Rosa, Martinho Iglésias. "Omni-channel retailing : is it “Order online pick-up in store” service viable in the portuguese grocery industry?" Master's thesis, 2012. http://hdl.handle.net/10400.14/12043.
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It is impossible to continue to ignore the online grocery retailing’s statistics. The services available are not capturing enough consumers turning the online channel more in a customer service strategy than in a business capable of bringing economic value to the companies that are investing on it.
The “Order online pick-up in store” service addresses two important issues: convenience and time saver. Such an innovative service acts as a competitive differentiator capable of improving the all customer’s shopping experience which will be reflected on the company’s sales volume. A key point of this dissertation is approaching the launching of this new service more as a complement than as a competitor of the existing independent online channel.
This dissertation aims to understand first – in the perspective of the perceived risk theory – which have been the barriers for customers not buying groceries over the internet. Then, it will be analyzed - using the results of a questionnaire - if the introduction of the “Order online pick-up in store” service is viable in the Portuguese grocery industry.
The questionnaire’s results show that a large group of people would be interested in using this service – benefiting from the absence of a service fee, saving time and a better products’ quality control. The number of participants willing to change occasionally the store where they normally buy their grocery products in order to use this service suggests that managing a cross-channel strategy is of utmost importance for the players present in the competitive Portuguese grocery market.<br>É impossível continuar a ignorar as estatísticas sobre o comércio online nos supermercados. Os serviços disponíveis no mercado Português não estão a capturar um número suficiente de consumidores, tornando o canal de vendas online mais numa estratégia de serviço ao cliente do que num negócio capaz de trazer valor acrescentado às empresas que têm investido neste tipo de serviços.
O serviço de “Encomende online, levante na loja” aborda dois pontos importantes: comodidade e poupança de tempo. O proporcionamento de um serviço inovador como este actua como diferenciador competitivo capaz de melhorar toda a experiência de compra do consumidor, o que se irá reflectir no volume de vendas da empresa. Um ponto fulcral desta dissertação é abordar o lançamento deste novo serviço mais como um complemento do que como uma alternativa de competição ao já existente canal de vendas online e independente.
O objectivo desta dissertação é primeiro perceber, na perspectiva da teoria do risco captado, quais têm sido as barreiras para os consumidores não comprarem produtos de supermercado através da internet. Em seguida, irá ser analisado, usando os resultados de um questionário, se a introdução de um serviço “Encomende online, levante na loja”, é viável na indústria de bens de grande consumo Portuguesa.
Os resultados do questionário mostram que um elevado número de pessoas estaria interessada em usar este serviço – beneficiando da ausência de taxas de serviço, economização de tempo e um melhor controlo da qualidade dos produtos. O número de participantes propensos a trocar a loja, onde normalmente compram os seus produtos de supermercado, para poderem usufruir deste serviço indica que gerir uma estratégia de integração de canais é fundamental para os intervenientes no competitivo mercado Português de bens de grande consumo.
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Oliveira, Sofia Isabel Barbosa de. "The Portuguese fashion consumer’s shopping orientations and channel selection in a multichannel environment." Master's thesis, 2014. http://hdl.handle.net/10071/8631.
Full textAbstract:
O aparecimento da internet mudou completamente a vida dos consumidores. Especificamente o retalho multi-canal tem possibilitado que os consumidores comprem de formas nunca antes imaginadas. Mas será que os consumidores portugueses estão a aproveitar as vantagens desta oportunidade?
A utilização da internet por parte dos portugueses está ainda muito relacionada com a pesquisa de informação. Na verdade, 84% dos portugueses nunca tinha efectuado compras através da internet em 2013. Para além disso, o sector da moda é um sector muito específico. Será que os consumidores estão dispostos a abdicar da possibilidade de sentir e ver os produtos na loja, em troca de conveniência e tempo livre prometidos pelo canal online?
Dados obtidos através de um questionário aplicado (N=454) sugerem que o consumidor português de moda é um consumidor sinérgico desligado. Este consumidor tende a usar ambos os canais (online e offline) para pesquisar sobre os produtos antes de efectuar a compra, mas a compra é normalmente feita nas lojas físicas das marcas.
O presente estudo adaptou a Teoria do Comportamento Planeado, combinada com a utilização de variáveis de Orientação para a Compra, bem como de variáveis de seleção de canais de compra, num contexto de retalho multi-canal. Numa fase mais avançada da análise, a amostra foi segmentada tendo em conta as varíaveis Género, Idade, e Marca.
Tendo em conta que não existem muitas investigações desenvolvidas em torno do estudo do consumidor portugês de moda, nem mesmo do comportamento do consumidor português num contexto de retalho multi-canal, o presente estudo contribui com novas perspectivas sobre este consumidor.<br>The advent of the internet came to change consumers’ life in multiple ways. Specifically multichannel retailing is allowing consumers to shop in ways never thought before. But are Portuguese consumers taking advantage of this opportunity?
Portuguese consumers’ usage of internet is still mainly related with searching for information on products and consulting products’ reviews, as 84% of them have never purchased on the internet. Moreover, the fashion industry is very specific. Are consumers willing to give up the possibility to see and touch clothing, in exchange for the convenience and free time promised by the online channel?
Empirical evidence, based on data from a questionnaire applied to a sample of 454 individuals suggests that the Portuguese Fashion Consumer is a Synergic Offline Consumer. This consumer tends to search for information on products prior to making the actual purchase on both the online and offline platforms provided by the brands, but the actual purchase is usually done at brands’ physical stores.
The present research adapted the Theory of Planned Behaviour, which was combined with the usage of several Shopping Orientations as well as with customer channel selection variables in a multichannel environment. Moreover, the sample was segmented according to variables Gender, Age, and Brand.
Considering that there are not many studies developed around Portuguese fashion consumption, or concerning the usage of offline and online platforms in a multichannel retailing context, this study provides new insights into the knowledge of the Portuguese consumer behaviour.
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Lin, Chia-Yu, and 林家瑜. "Usage intention toward IoT-based digital signage system in an online to offline (O2O) and omni-channel retailing environment." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/74kf6c.
Full textAbstract:
碩士<br>國立臺灣海洋大學<br>運輸科學系<br>104<br>With the rapid advancement of internet of things (IoT) and mobile media technology, smart device has been popularized in recent year. The popularity of smart device drives the rapid development Mobile Commerce (M-Commerce). Consumers’ attachment of mobile devices has changed their habits and behavior. In the online-to-offline (O2O) and omni-channel retailing environment, consumers can switch among different channels with little effort. In response to the change of consumer shopping behavior toward M-Commerce, enterprises strive to develop novel interactive IoT systems to engage consumers. IoT-based interactive digital signage usually has rich multimedia effects, making it a good marketing tool for many retail firms; they can use the digital signage to interact with customer’s mobile devices and sell products to them. However, very few research works concerning the consumers’ willingness to use the interactive digital signage can be found, making it difficult for industry to evaluate the benefits of developing and deploying digital signage system. This research would like to explore the possible factors affecting consumers’ willingness to adopt the interactive digital signage system in the online-to-offline and omni-channel retailing environment.
This study is an exploratory research that tries to construct a theoretical framework which allows academic and industry researchers to evaluate a digital signage system. To explore the factors affecting consumers’ intention to use digital signage system, this study adopt a mixed research method that combines quantitative survey studies and qualitative grounded theory method. A quantitative research model is built based on qualitative research and literature review. A survey is then conducted with participants having experience interacting with digital signage. Finally, PLS structural equation modeling is used to test the research model. Finding of the research shows that consumers’ adoption intention is affected by affective involvement, flow, and cognitive involvement. The three aforementioned constructs also affected by three external attributes of digital signage-interactivity, individuality, and design aesthetics. This research suggests that enterprises should pay more attention to enhance the external features of digital signage to attract consumers to use such system.
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Tai, Wei-Hsin, and 戴暐心. "Customer Behavioral Intention Analysis of Buy Online and Pick-up In-store Service under the Development of Omni-channel Retailing." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/e6h666.
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Abreu, Helena Margarida de Sousa. "The logistics role of physical stores in the e-commerce channel of an omni-channel retailer." Master's thesis, 2020. http://hdl.handle.net/10362/104022.
Full textAbstract:
This paper explores how physical stores may be integrated in the online operations of an omni-channel retailer. A literature review enabled the creation of an initial framework, which was then validated by expert interviews. It was found that savings in transportation costs may support store fulfillment, while service criteria favor the alternatives. Ultimately, the retailer’s operationalpositioning defines the most important considerations for this decision. Transportation savings also support the use of stores in the delivery of online orders, and the speed of reintegration of returned items into the firm’s inventory encourages the use of stores to process returns
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MAZANCOVÁ, Kateřina. "Analýza využití multikanálového retailingu ve vybraném maloobchodním subjektu." Master's thesis, 2010. http://www.nusl.cz/ntk/nusl-79753.
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The aim of this thesis was to analyze the use of multichannel retailing in Globus hypermarket in České Budějovice. Dispensation was done according to Levy and Weitz (2009) into three main channels {--} retail store, catalogue and the internet which were supplemented by some components of the communication mix. On the basis of the case studies and marketing situation analysis of Globus hypermarket in České Budějovice some measures were proposed to improve the competitive position of this company by the use of multichannel retailing. Partial proposals were devided by particular channels. One of them was also economically evaluate.
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Saravanan, Raja. "Is traditional retail moving to e-commerce in the field of the fashion industry in India?" Master's thesis, 2019. http://hdl.handle.net/10400.8/4623.
Full textAbstract:
The main aim of this dissertation is to discover whether consumers feel that e-commerce provides superior performance and technology facilities than traditional retail from the perspective of Indian consumers, and to assess the importance of Omni-channel concepts and operations in the fashion industry. The fashion industry is one of the foremost business segments in India. Currently, the fashion industry is overcoming with new technology and innovation in their business. In the 1990s e-commerce was introduced saw the potential possibilities of innovation, and the new concepts which made the consumer base attractive towards e-commerce. Online retailers are growing faster than traditional retailers due to high pressure from online retailer’s offers and strategies. This research is identifies the issues in the fashion retail business in India. What are the challenges faced by traditional retail? What are the environmental causes disturbing the fashion retail industry which are argued with more detail in PEST analysis and Porter’s five forces of modern retailing and communication? Traditional fashion retailers understand how to solve difficulties and challenges in the supply chain. Discussed many technologies for fashion retail markets to improve their strategy and customer satisfaction. Researching the hypotheses are collecting behaviourism, functionalism, and experimental ideas what should traditional retailers do in their retail shop and which channel should they adopt for their business? Hypotheses are used to conduct a quick market analysis to understand the Indian demographic attitudes towards technologies, client interest, and Omni-channel. We need to understand which approaches we can use to gain knowledge in theoretical perspective. Multiple techniques are involved in the analysis and validation of hypotheses. I used SPSS tool for data analysis with cross-tabulation function. In this research I found that traditional retail and e-commerce are independent of each other but gradually merging, a most important factor for future fashion industry trends. They are systematically embracing Omni-channel strategy to provide good consumer service.
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Holzinger, Kerstin. "An empirical analysis of multichannel shopping for grocery products : the effects of personality traits across online and offline channel usage." Master's thesis, 2016. http://hdl.handle.net/10400.14/22005.
Full textAbstract:
Over the last years, the routes-to-market have increased with innovative new ways of reaching the end-consumer. In the UK, the grocery landscape has experienced a particularly strong proliferation of channels, resulting in the new phenomenon of multichannel shopping. It is imperative for managers to understand what drives shoppers’ channel choice in order to effectively design channel structures.
This dissertation investigates the influence of personality traits onto channel choice across the shopping stages of information search, purchase and delivery. The studied personality traits are variables that vary personally and situationally and were based on the Five Factors Model and additionally generated situational traits.
The dissertation further provides a customer segmentation that takes into consideration the newly adopted multichannel behaviour.
Results suggest that global and situational traits impact channel adoption across the studied stages. Convenience Orientation, Value-Consciousness and Consciousness have a major impact on channel usage for in-store information search and purchasing. Technology Usefulness was found to drive information search online. Further, Consciousness and Convenience Orientation directly impact channel adoption for purchasing and delivery.
Overall, three segments were identified comprising a traditional store-focused segment and two multichannel segments.<br>Durante os últimos anos, as estratégias de entrada de mercado aumentaram com inovadores métodos de alcance ao consumidor final. No Reino Unido, o setor de supermercados vivenciou uma extensa proliferação de canais de acesso ao consumidor, resultando em um novo fenômeno de compra chamado multicanal. É imperativo para gerentes entender o que motiva consumidores na escolha de canais para que seja possível desenvolver os canais adequados de venda.
Esta dissertação investiga a influencia de traços de personalidade na escolha de canais nas seguintes fases de compra: procura de informações, compra e entrega. Os traços de personalidade investigados são as variáveis que variam em nível pessoal e situacional e foram baseadas no Modelo de Cinco Forças e traços adicionais gerados.
A investigação fornece também uma segmentação de clientes que considerando o comportamento multicanal recentemente adotado.
Resultados sugerem que traços globais e situacionais tem impacto na escolha de canal adotada durante as fases de compra.
Conveniência, percepção de valor e percepção tem grande impacto no uso do canal de loja física para procura de informação e compra. Utilidade da tecnologia foi encontrada como motivador para informação online. Salienta-se que percepção e conveniência impactam diretamente na adoção de um canal para compra e entrega.
Em resumo, foram identificados três segmentos sendo um focado na tradicional compra em loja e dois segmentos multicanais.
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Santos, António Luís Romano dos. "How to attract and retain the Millennial generation : El Corte Inglés Portugal case study." Master's thesis, 2017. http://hdl.handle.net/10400.14/22040.
Full textAbstract:
Through the analysis of the Millennial challenge of El Corte Inglés, this thesis delivers
an overall perspective of the Portuguese retail market under marketing topics such as targeting,
positioning, marketing mix, consumer behaviour, brand equity and retailing.
El Corte Inglés is one of the biggest department stores’ group in the world and operates
in Portugal since 2001. Running a strategy of renewal and continuous improvement of their
commercial offer, where quality, service and assurance are determinant for the success of the
company, one of their goals is attracting and retaining the Millennials, which are considered
the customers of tomorrow.
Therefore, this thesis aims to study, through primary and secondary research, how can
the department store attract and retain the Millennial generation and how is it perceived by the
referenced cohort, by understanding their habits and their demands.
Main results indicate that Millennials associate El Corte Inglés with luxury and
premium, nevertheless, recognize they offer higher levels of quality and variety. Online
channels have changed the way this segment shops and values the purchasing experience.
Further, communication strategies augmented their importance on captivating the attention of
the teenagers and young adults. Events, partnerships and betting on the digital platforms such
as social networks are actions positively received by the Millennial generation.<br>Através da análise do desafio enfrentado pelo El Corte Inglés em atrair e reter a geração Millennial, a presente tese oferece uma perspetiva geral do retalho Português sobre conteúdos de marketing como targeting, posicionamento, marketing mix, comportamento do consumidor, identidade da marca e retalho.
O grupo El Corte Inglés é um dos maiores department stores do Mundo e estabeleceu-se em Portugal desde 2001. Tendo uma estratégia de renovação e constante melhoria da sua oferta comercial, onde qualidade, serviço e garantia são determinantes para o sucesso da empresa, um dos seus objetivos é atrair e reter os Millennials, considerados os clientes de amanhã.
Desta forma, esta tese propõe estudar, através de pesquisa primária e secundária, como é que o El Corte Inglés pode atrair e reter este segmento de mercado e, como é a marca percecionada pelo mesmo, através da compreensão dos seus hábitos e expectativas.
Os principais resultados indicaram que os Millennials associam a marca com luxo e com o conceito de premium, todavia, reconhecem que o El Corte Inglés oferece níveis superiores de qualidade e variedade. Os canais online alteraram a maneira como este segmento compra e valoriza a respetiva experiência e, as estratégias de comunicação tornaram-se mais importantes para cativar a atenção dos adolescentes e novos adultos. Eventos, parcerias e a aposta nas plataformas digitais como as redes socias, são algumas das ações que receberam uma apreciação positiva pela geração Milénio.
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Behme, Katharina. "Cross-channel retail services as a remedy for retailer switching?: An investigation of retailer switching and potential of cross-channel retail services." 2019. https://slub.qucosa.de/id/qucosa%3A38583.
Full textAbstract:
This cumulative dissertation consists of four papers that investigate retailer switching and identify potential and threat of cross-channel retail services (CCRS) for retail businesses. The first, conceptual paper compares different theories and models of retail quality. It derives the concept of retailer aspects as a framework to measure retailer quality and further discusses how CCRS can serve as a tool to enhance those retailer aspects. The second paper discusses results from a consumer panel survey and quantifies the influence of satisfaction with retailer aspects on retailer switching during webrooming behavior. The findings of this second paper present the two retailer aspects assurance of delivery and competitive product pricing as key determinants for retailer switching. The third paper defines CCRS and outlines a conceptual classification scheme for CCRS assessments – the CCRS Pentagon. The fourth paper quantifies the impact of CCRS adoption and retailer aspect preferences on CCRS-induced retailer switching based on a second consumer panel survey. Results from this second study affirm the existence of CCRS-induced retailer switching. The paper concludes that CCRS can serve as a retailer’s lock-in mechanism, but that the availability of CCRS in retail environments also threatens retail businesses. In sum, the dissertation provides academic contributions and suggestions for further academic research as well as practical implications and management tools for application in retail businesses.:I. Introduction
II. Enhancing Multi-Channel Retail Quality through Cross-Channel Services
III. What Drives Competitive Webrooming? The Roles of Channel and Retailer Aspects
IV. Cross-Channel Retail Services: A Service Classification Along The Retail Function
V. Service-induced Retailer Switching – Power of Cross-Channel Retail Services
VI. Conclusion
Appendix A: Estimated parameters in baseline-category logit model
Appendix B: Conditional marginal effects and conditional probability
Appendix C: T-Tests for retailer aspects per service example