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1. 1. Paving the Path to Purchase : a study on the integration of a branded retail application in physical stores

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Vendela Gabrielsson Dukstenieks; Maya Strinnhed; [2019]
   Nyckelord :smart retailing; smart customer experience; purchase decision process; branded retail app;

   Sammanfattning : The purpose of this study was to explore the integration of a branded retail application in physical stores. Doing so, this study was conducted with a qualitative and abductive approach in the form of a case study focusing on H&M. LÄS MER