Multi-channel Sales Distribution- Should Online Retailers Expand Offline?

Sammanfattning: The retail industry is in a motion of fascinating developments, it can be currently alleged that it is one of the most innovating fields within research. Online retailing in particular has experienced major changes in recent years. However, these developments are slowing down as online retailing is entering a mature state. Online fashion companies now have to consider new strategies to further evolve their businesses. Innovative Online companies have taken action towards a multi-channel sales distribution strategy, some have even gone as far as adopting an omni-channel approach. With that statement, this study attempts to add different insights to the topic by focusing on the issue of online expanding offline from a company point of view. Empirical data included company and industry specialist interviews as well as a questionnaire that was used for pre-research and developing propositions. This resulted in three findings that involved both advantages and disadvantages in Online fashion retailers evolving offline. Firstly, whether or not an Online fashion company should expand offline depends entirely on the ambition level and type of company interviewed. Secondly, it can be concluded that Online fashion companies have the desire to keep their current business model, though they cannot continue with the same strategy in the long run. Lastly, if an offline presence is established, a traditional expansion strategy cannot be used, but innovative concepts are required (mixed realities). If this strategy is taken seriously, expanding offline could be the solution to reach a higher level of online retailing and company success.