The future role of brick-and-mortar stores in omnichannel
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School of Business |
Bachelor's thesis
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Date
2018
Department
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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, JohannaKeywords
brick-and-mortar stores, omnichannel, physical retail, fashion retail