Essays about: "Omnichannel marketing"

Showing result 1 - 5 of 9 essays containing the words Omnichannel marketing.

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

   University essay from Lunds universitet/Företagsekonomiska institutionen

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

   Abstract : 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. READ MORE

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

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

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

   Abstract : 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. READ MORE

4. 3. Omnichannel path to purchase : Viability of Bayesian Network as Market Attribution Models

   University essay from Linköpings universitet/Filosofiska fakulteten; Linköpings universitet/Institutionen för datavetenskap

   Author : Anubhav Dikshit; [2020]
   Keywords : Market Attribution Model; Bayesian Network; Logistic Regression; Data driven marketing;

   Abstract : Market attribution is the problem of interpreting the influence of advertisements onthe user’s decision process. Market attribution is a hard problem, and it happens to be asignificant reason for Google’s revenue. There are broadly two types of attribution models- data-driven and heuristics. READ MORE

5. 4. Mash It Up! Exploring the Phenomenon of Retail Mash-Up and the Survival of the Physical Retail Place in a Digitalised World

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elin Johansson; Frida Öjerbrant; [2018]
   Keywords : Retail Mash-up; Retail Format; Customer Experience; Multi- Omnichannel; Innovation; Physical Store Atmosphere; Marketing Communication; Business and Economics;

   Abstract : Forces such as globalisation, digitalisation and changes in consumer behaviour have led to a discussion among practitioners as well as scholars whether the physical retail place will stay relevant or even exist in the future. One way for brick-and-mortar retailers to stay competitive is to adopt new and innovative business models and formats, alongside a focus on the customer experience and how to optimise the physical place to stimulate feelings in a way which cannot be achieved online. READ MORE

6. 5. What implications does an omnichannel strategy have on customer loyalty for fashion retailers in Sweden?

   University essay from

   Author : Simon Barly Lindbo; Yara Galouk; Stefan Susa; [2018]
   Keywords : Omnichannel; Fashion; Sweden; Customer Loyalty; Retailer;

   Abstract : This paper is about the omnichannel marketing strategy, defined by Levy, M., Weitz, B., and Grewal, D. (2013) as, “a coordinated multichannel offering that provides a seamless experience when using all of the retailer’s shopping channels”. READ MORE