Sökning: "omnichannel marketing strategies"

Hittade 5 uppsatser innehållade orden omnichannel marketing strategies.

  1. 1. Customer Relationships and Physical Stores in Omnichannel Context: A Qualitative Study of Retail Brand and Store Manager Perspectives

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Song Thu Nguyen; Joo Won Lee; [2023]
    Nyckelord :Customer Relationships; Physical Stores; Omnichannel Context; Retailing; CRM; Relationship Marketing; Business and Economics;

    Sammanfattning : This research paper delves into the complex domain of customer relationships within the physical stores of an omnichannel context. The primary objective is to provide a comprehensive understanding of the strategic management of these relationships by retail brands and store managers. LÄS MER

  3. 2. Embrace the Experience : A multiple case study of customer experience strategies within the Swedish retail market

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Linus Eriksson; Emmy Rosander; [2021]
    Nyckelord :Customer Experience; Customer Journey; Touchpoints; Service-dominant Logic; Omnichannel;

    Sammanfattning : The concept of customer experience has an increasing interest among organizations today since customers have become picky and demands for an experience are an existing fact. In the early 2000s, a paradigm shift was found, where focus from a goods-dominant logic was moved to a service-dominant logic which came to have a great impact on how to manage customer experiences today. LÄS MER

  4. 3. Cookies & content : Engagerande marknadsföring av textila företag

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Lina Karlsson; Niclas Olausson; [2018]
    Nyckelord :Inbound marketing; Cunsumer engagement; Social media; Omnichannel; Inbound marketing; Konsumentengagemang; Sociala medier; Omnikanalsstyrning;

    Sammanfattning : Det konstanta mediabrus som existerar i dagens samhälle har lett till att mycket marknadsföring ignoreras. Webb 2.0 har bidragit till att nya strategier inom marknadsföring finns tillgängliga och företag måste anpassa sin marknadsföring för att fortsätta generera befintliga och presumtiva konsumenter. LÄS MER

  5. 4. The Products Characteristics and Their Influence on the Omnichannel Strategy : An analysis of the apparel and grocery retailers in Europe

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Federico Castellani; Andrea Geregová; [2017]
    Nyckelord :Omnichannel marketing; apparel retailer; grocery retailer; customer behavior; European countries; omnichannel marketing strategies; sales channel;

    Sammanfattning : The purpose of this Master’s thesis is to present to the reader a comprehensive overview on how the characteristics of grocery products and apparel products influence the customer behavior and the choice of an offline or an online sales channel within an omnichannel marketing strategy. This thesis takes a company’s point of view in order to investigate the reactions and the resulting marketing and channel strategies the different retailers apply while taking into account the varying customer behavior. LÄS MER

  7. 5. Don’t Wait, Let’s Integrate! : A study on how small Swedish fashion brands handles omnichannel sales and marketing

    Magister-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Isabelle Nordgren; Julia Johansson; [2017]
    Nyckelord :Customer Experience; Omnichannel Marketing; Small Fashion Brands; Integrating Channels; Social Media; Brand building; Brand Identity;

    Sammanfattning : During the last decades, fashion brands and retailers in Sweden have experienced the effects of technological advancement and changes in customer behaviour, which have opened up new ways of doing business. Customers expect online and offline marketing and sales channels to be integrated through instant interaction, which have made the concept of omnichannel retailing, gain momentum. LÄS MER