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Found 2 essays matching the above criteria.

1. 1. The Role of the Physical Store in an Omnichannel Strategy : A qualitative study of Generation Z in the Swedish fashion industry

   University essay from Umeå universitet/Företagsekonomi

   Author : Axel Wedebrand; Charlotta Ödling; [2021]
   Keywords : Generation Z; Omnichannel; Physical Store; Customer Journey; Customer Experience; Shopping Behavior; Fashion; Retail; Webrooming; Showrooming; Cross- Channel Freeriding; E-Commerce; Brick-and-Mortar;

   Abstract : The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. READ MORE

3. 2. Showrooming – Displayed and played. : - A case study from a brick-and-mortar perspective

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Johanna Westerlund; Mikael Westin; [2018]
   Keywords : Showrooming; Omni- and Multichannel retailing; Freeriding; Research Shopping;

   Abstract : Purpose - The purpose of this study was to deepen the understanding of how showrooming affect the exploited brick-and-mortar businesses. This was done by investigating an industry characterized by high levels of employee knowledge where the expertise of the personnel create showrooming incentives. READ MORE