The preferred Complex Purchase Process in-store – A case study on IKEA

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Malin Fredman; Sophia Nilsson; [2015]

Keywords: Multi-channels; digital devices; technology; engagement; experience; retailing; complex purchase; Business and Economics;

Abstract: The purpose of this study is to find what opportunities retailers should capture in order to improve the complex purchase process in-store, through integrating online channels. This in order to create the best possible way to meet customers’ demands in the ever-changing multi-channel retail environment.

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