Omnichannel - ett verktyg för tillitsskapande : En kvalitativ studie kring kopplingen mellan omnichannel och tillitsskapande

Sammanfattning: Since internet was born digitalization has flourished and led to technological innovations that opened up new opportunities on the market. In the retail sector, the digitalization and development of mobile devices, tablets and social media have changed the traditional trade both online and in physical stores. In order to cope with the challenge of digitalization and to meet consumers' new expectations, more companies have begun offering customers a seamless customer experience between physical and digital stores, called omnichannel. Omnichannel represents a very favorable opportunity for companies to exploit synergies between channels to synchronize interactions with consumers across multiple channels. The purpose of this paper is to investigate perceptions of the link between omnichannel strategy and consumers trust. Since the purpose of the study is to increase understanding of perceptions about the connection between omnichannel strategy and consumer trust, we have chosen a qualitative research method. Our empirical evidence was collected through six interviews with experts in the field of omnichannel and people that have experience of omnichannel as a strategy. The result shows that respondents perceive that companies can use different channels to create trust, but different channels have different conditions. For example, it is harder to build trust through digital channels if they are not linked to a physical store. Omnichannel can therefore create synergies in which the company can benefit from each channel's trust-making features. However, respondents perceive that omnichannel is very difficult to organize and can create major problems for companies unable to handle this integration of the channels.