The future role of brick-and-mortar stores in omnichannel

No Thumbnail Available

URL

Journal Title

Journal ISSN

Volume Title

School of Business | Bachelor's thesis
Electronic archive copy is available locally at the Harald Herlin Learning Centre. The staff of Aalto University has access to the electronic bachelor's theses by logging into Aaltodoc with their personal Aalto user ID. Read more about the availability of the bachelor's theses.

Date

2018

Major/Subject

Mcode

Degree programme

Tieto- ja palvelujohtaminen

Language

en

Pages

35

Series

Abstract

The changed consumer behavior and digitalization have changed the field of retail in the last decades. Because of the technological progress there have merged more channels to purchase than only brick-and-mortar and online store as mobile and social media have changed the industry. This thesis aims to find solutions on how the brick-and-mortar stores could still provide value as one touchpoint of omnichannel where those different touchpoints are integrated as one seamless retail experience. Therefore, the purpose of this thesis is to find the future role of the brick-and-mortar stores as well as technological and data driven solutions which could enhance the sales and customer experience of this touchpoint.

Description

Thesis advisor

Bragge, Johanna

Keywords

brick-and-mortar stores, omnichannel, physical retail, fashion retail

Other note

Citation