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Digitala hjälpmedel inom detaljhandeln
KTH, School of Computer Science and Communication (CSC).
2013 (English)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Detaljhandeln genomgår stora förändringar inte minst när det gäller teknisk utveckling och

implementering av e‐handel. Detta examensarbete ämnar undersöka hur implementering av

tekniska hjälpmedel i den fysiska butiken kan öka kundnöjdheten och konverteringsgraden från

besökare till kunder. Kundgruppen som undersöktes var den som önskade köpa specifik vara

men på grund utav olika omständigheter inte lyckades med detta köp. Denna kundgrupp kallas i

denna undersökning för

lost sales.

En studie med 399 respondenter genomfördes för att få ett helhetsgrepp kring problemet med

lost sales

i Sverige, samt för att se vad kunden önskade få för hjälp rörande problemet. Även

expertintervjuer genomfördes samt en mindre prototypstudie.

Resultatet visar att närmare 33% av antalet svarande ingår i andelen kunder som uteblir i

dagens fysiska handel och att det genom implementering av tekniska hjälpmedel skulle kunna

öka konverteringsgraden från besökare till kunder och därmed nå ökad kundnöjdhet. Resultatet

visar också på att implementering av tekniska hjälpmedel grundar sig på viss kundvana och är

något företagen bör ta hänsyn till men också utmana.

 

Abstract [en]

The technical development during the last couple of years has been facing a lot of changes in

retail, especially with the entrance of the web and its web stores. This master thesis therefore

intend to research the possibility of helping customers that aim to buy a product in the retail

store but somehow can’t find that product,

lost sales, via technical facilities. Then attempts to

examine whether the satisfaction of the customer will increase.

To get a wider view on the problem

lost sales in Sweden and to understand which problem the

customers would like to get most technical facilitation from, 399 customers was interviewed.

Experts interviewes were also conducted as well as a small user study to examine suggested

prototype.

The result of this study showed that

lost sales is a big problem in the Swedish retail stores today,

about 33% of the customers belong to that segment, and that helping customers through

technical means would increase the conversion rate and the customer satisfaction. It also

showed that the implementation of new technical facilitates, is based on earlier experiences by

the customers and therefore is something the companies should take into account but also

challenge.

Place, publisher, year, edition, pages
2013.
Series
Trita-CSC-E, ISSN 1653-5715 ; 13:118
National Category
Computer Science
Identifiers
URN: urn:nbn:se:kth:diva-138126OAI: oai:DiVA.org:kth-138126DiVA: diva2:680423
Educational program
Master of Science in Engineering - Computer Science and Technology
Supervisors
Examiners
Available from: 2013-12-18 Created: 2013-12-18 Last updated: 2013-12-18Bibliographically approved

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http://www.nada.kth.se/utbildning/grukth/exjobb/rapportlistor/2013/rapporter13/sangell_malin_13023.pdf
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