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Unifying the offline and online customer experience: An exploratory study of omni channel customer experience in furniture retail industry in Sweden
KTH, School of Computer Science and Communication (CSC).
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Förening av kundupplevelsen offline och online : En explorativ studie av omni-kanals kundupplevelse inom möbelhandel i Sverige (Swedish)
Abstract [en]

This study attempts to identify possibilities for creating a unified offline and online customer experience across communication channels in a retail company. With the current technological development and the trend of customers shifting more to the online channel, the customers also expect more from this communication channel. Within the online channel a development into an omni- channel (unified experience across channels) approach is leading to new possibilities, and keeping up with the development will support companies to keep their competitive advantage.

The study reviews a case (Mio) with an offline channel represented by several large scale retail stores in Sweden, and also providing an online channel as a website meant to complement the stores. The study reviews previous literature in the field of customer experience both online and offline, omni channel retailing, and marketing. This is the foundation, together with a benchmark case (comparison case), and a survey to gain further insight and widen the knowledge.

The results indicates that there are specific features which could contribute to a more positive and seamless experience across channels for the customer. These are information availability, quality and consistency across channels. As well as, functionality for purchases, order handling and tracking, and interactive customer service online. This could preferentially be fused in one place as a customers personal profile, allowing for a portal with everything the customer needs during all phases of the shopping experience. These findings provide insight into how the online channel could be used to better complement the offline channel, working synergistically. Future research is needed to validate these initial findings. 

Place, publisher, year, edition, pages
Keyword [en]
omni channel customer experience, omni channel, retail, furniture retail, online customer experience, omni channel customer experience, retail customer experience, customer experience, omni channel, omni, experience, customer
National Category
Media and Communication Technology
URN: urn:nbn:se:kth:diva-171040OAI: diva2:841416
Available from: 2015-07-19 Created: 2015-07-13 Last updated: 2015-07-19Bibliographically approved

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