Background: To answer the dynamic environment, the firms reach for more interactive and integrated ways of conducting business and think of new ways to satisfy the current market and customer needs. This has resulted in more researchers’ and practitioners’ attention directed towards omnichannel and seamless integration between all channels, as it enables firms to respond faster to changes. However, large manufacturing firms are not fully digitalised. Hence, implementing omnichannel can be seen as especially challenging for them.

Purpose: The purpose of this thesis is to understand the perceptions of managers on omnichannel and factors affecting the implementation in the setting of the manufacturing industry. Therefore, the thesis focuses on determining the current state of the case firm and the factors affecting their implementation of omnichannel.

Method: Qualitative and exploratory research design is used to fulfil the purpose of this thesis to extend the understanding of omnichannel implementation. The collected data were analysed by using inductive content analysis.

Findings: The results highlighted that implementing omnichannel is complex, and this complexity is significantly higher if common definition, goals and steps are not determined within a firm. Furthermore, nine propositions emerged from the findings, showing the most critical areas for the practitioners to consider. This provides a good overview of aspects to consider if a firm wishes to implement an omnichannel.

Conclusion: This thesis has two-folded results as it presents propositions stemming from the empirical findings as well as the Omni-Transformation Matrix developed from the literature. By evaluating the propositions against the matrix, a systematic measure for preparing for omnichannel implementation can be determined. It presents the factors of omnichannel implementation and indicates what areas the firm is aware of and where the blind spots are. Hence, it provides a good guideline for firms that wish to start their implementation process. Furthermore, the Omni-Transformation Matrix provides an extension for omnichannel literature, giving future researchers a good starting point to advance omnichannel research.