Key factors in designing successful retail omnichannel
Dang, Yen (2022)
Dang, Yen
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060515443
https://urn.fi/URN:NBN:fi:amk-2022060515443
Tiivistelmä
Providing an engaging omnichannel is now a survival mandate of modern and future retail as customers engage in multiple channels and touchpoints during their shopping journey. However, many merchants are unable to provide a truly seamless omnichannel experience to their customers. Therefore, lessons learned from the omnichannel of outstanding retailers are valuable. The author researched the omnichannel of those companies to understand the goal and actions of their omnichannel strategy. Hence, based on customer satisfaction levels and economic benefits, the author gives a general assessment of key elements of a winning omnichannel.
The chosen five case retailers are recognizable brands for Finnish consumers namely IKEA, Clas Ohlson, Espresso House, Musti ja Mirri, and ZARA. The author used a combination of quantitative and qualitative methodologies to gather and analyze data inductively. A mixed-method of quantitative and qualitative is conducted to analyze and observe the omnichannel of case retailers. In the research, primary data comes from surveys while secondary data was collected from credible data banks.
Covid 19 has sped up the adoption of omnichannel in retail. The case companies give a realistic view of how omnichannel is implemented in retail. The survey examines the expectation and behavior of consumers in a connected omnichannel world. Through analysis and observation of five case retailers, the author identified four main key factors of a general omnichannel namely channel integration, stock visibility, the role of mobile apps, and the adoption of web tools. The author also noted the subjective constraints that emerge due to the small research sample of five case retailers in Finland. The author also gives some recommendations for future research.
The chosen five case retailers are recognizable brands for Finnish consumers namely IKEA, Clas Ohlson, Espresso House, Musti ja Mirri, and ZARA. The author used a combination of quantitative and qualitative methodologies to gather and analyze data inductively. A mixed-method of quantitative and qualitative is conducted to analyze and observe the omnichannel of case retailers. In the research, primary data comes from surveys while secondary data was collected from credible data banks.
Covid 19 has sped up the adoption of omnichannel in retail. The case companies give a realistic view of how omnichannel is implemented in retail. The survey examines the expectation and behavior of consumers in a connected omnichannel world. Through analysis and observation of five case retailers, the author identified four main key factors of a general omnichannel namely channel integration, stock visibility, the role of mobile apps, and the adoption of web tools. The author also noted the subjective constraints that emerge due to the small research sample of five case retailers in Finland. The author also gives some recommendations for future research.