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Hallå, är någon där?: En studie om informationsnyttjande mellan handelskanaler
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Syftet med denna studie har varit att undersöka hur företag samlar in och utnyttjar kundinformation mellan försäljningskanalerna. Men även att utreda motiven bakom att bli en multikanalåterförsäljare samt produkttypens roll i beslutet. En kvalitativ fallstudie med semistrukturerade intervjuer har tillämpats, där fyra företag och en expert deltagit. Studien har visat att information om kunden har varit värdefull och har använts emellan handelskanaler för att anpassa butikens sortimentsmix, skapa välgrundade kampanjer och styra kunder till butik. De mindre företagen, sett till omsättning, har haft mer användning av kundinformation vid beslutet att öppna fysiska butiker än de större. Motivationen bakom att bli multikanalhandlare har varit potentialen att nå fler kunder men även bättre kundfokus. Andra faktorer än produkttyp har varit av intresse för företagen vid öppnandet av de fysiska butikerna men arbetet med returer har visat att produkttyp kan spela roll.

Abstract [en]

The study investigates how companies gather and use customer information between sales channels. But it will also investigate the motive behind expanding to multichannel retailing and the role of the product type in that decision. A qualitative case study with semi structured interviews has been applied, were four companies and one expert has participated. The study has shown that data about the customer has been valuable and has been used between sales channels to adjust the stores product mix, create well-founded campaigns as well as directing customers to the stores. The smaller companies, in terms of turnover, used a greater amount of customer information in the decision of adding stores than the larger ones. The motivation behind going multichannel has been the potential of reaching more customers but also getting better customer focus. Other factors than product type has been of interest to the companies when the stores were added, but the work around product returns has shown that the product type can matter.

Place, publisher, year, edition, pages
2014. , 63 p.
Keyword [en]
multichannel retailing, e-tailing, e-commerce, electronic commerce, traditional retailing, cross-channel integration, cross-channel synergies, motivation factors, product type
Keyword [sv]
multikanalhandel, e-handel, elektronisk handel, traditionell handel, informationsnyttjande mellan handelskanaler, integration av handelskanaler, synergieffekter, motivationsfaktorer, produkttyp
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-24205OAI: oai:DiVA.org:sh-24205DiVA: diva2:729715
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2014-06-27 Created: 2014-06-26 Last updated: 2014-06-27Bibliographically approved

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Hallå, är någon där vt2014(781 kB)224 downloads
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CiteExportLink to record
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Citation style
  • apa
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Output format
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