Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Brick and mortar stores in the 21st century: A customer-centric approach to omni-channel in fashion retail
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: The retail industry is highly affected by the changes in the world. With the disruptive force of digitalization, more and more of the transactions within retail is moved online as the e- commerce has expanded making the retail industry more competitive. This change has and is forcing many offline retailers to close business around the world but in this change, has new trends emerged. Both online and offline retailers are starting to see the value of having physical stores as well as having an online presence. Doing so creates opportunities for both e-commerce companies and physical retail stores to create value using multiple channels.

Purpose: The purpose of this study is to find out how an independent fashion brick and mortar store can create value for consumers through multiple channels to gain a competitive advantage against pure online retailers and larger retail companies.

Method: This topic will be studied with a qualitative study based on semi-structured interviews with customers in demographic 18-30 years old with the goal of understanding how customers purchase clothes in different channels to create insights for independent brick and mortar stores. The data were analyzed with the seven steps of Grounded Theory.

Conclusion: The results of the research show that independent brick and mortar store have competitive advantages regarding personal service, products, and product assessment. However, many customers want to search for information and inspiration about products online before they shop, even if the actual purchase is made in a store which means that independent brick and mortar stores need to have their products online for that. It was also found that customers want more flexibility between channels. For example, purchase online and pick-up in store. The authors believe that with this changes, independent brick and mortar stores can compete in the 21st century while still maintaining their current advantages.

Place, publisher, year, edition, pages
2018. , p. 60
Keywords [en]
Independent brick and mortar stores, Omni-channel, Competitive Advantage
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39925ISRN: JU-IHH-FÖA-2-20180618OAI: oai:DiVA.org:hj-39925DiVA, id: diva2:1214407
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2018-06-19 Created: 2018-06-06 Last updated: 2018-06-19Bibliographically approved

Open Access in DiVA

fulltext(960 kB)19 downloads
File information
File name FULLTEXT01.pdfFile size 960 kBChecksum SHA-512
51343d41035f43967fb5f557e48e3e4efad39af2982d4ffd80295c4e85a1bb51ba54ea48227361a5486ed512c3c2b22289b9dedf122df2791009205e55c6c40d
Type fulltextMimetype application/pdf

Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 19 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 0 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf