Information based power – A balancing act between retail strategies and consumer movement patterns
(2015) KSKK01 20151Department of Service Studies
- Abstract
- Problem background: The barrier between physical stores and online stores is blurred, which is paving the way for multi- and omni-channel retailing. Consumers of today are having a great access to information, due to their increased use of digital devices. Thus, the power among consumers is increasing, which is creating a thought of whether the consumer, or the retailer, is the party in charge.
Aim of the study and research questions: The aim of this study is to attain an understanding of the views of retailers on multi-and omni-channel strategies, and their perceptions and handling of consumer movement patterns. Thereby, we are also striving for an understanding of the division of information-based power between retailers and consumers... (More) - Problem background: The barrier between physical stores and online stores is blurred, which is paving the way for multi- and omni-channel retailing. Consumers of today are having a great access to information, due to their increased use of digital devices. Thus, the power among consumers is increasing, which is creating a thought of whether the consumer, or the retailer, is the party in charge.
Aim of the study and research questions: The aim of this study is to attain an understanding of the views of retailers on multi-and omni-channel strategies, and their perceptions and handling of consumer movement patterns. Thereby, we are also striving for an understanding of the division of information-based power between retailers and consumers in a multi- and omni-channel retailing context. The research questions below will be directing the work process of this study.
- How do retailers, offering high involvement products, discuss multi- and omni-channel strategies?
- How do retailers, offering high involvement products, handle consumer movement patterns between various retail channels?
- Based on the answers to the former questions, how can the division of information-based power between retailers and consumers be interpreted?
Method: This study has been conducted through a qualitative research method, with an inductive approach. The primary data has been collected through ten semi-structured interviews, and the respondents have been strategically selected. The collected material has been interpreted through a hermeneutic approach.
Conclusions: The decision of working either according to a multi- or an omni-channel strategy may have an impact on the opportunities and challenges from working with various channels. It may also affect the handling of consumer movement patterns and the direction of consumers to certain channels. Lastly, the division of information-based power between retailers and consumers, in a multi- and omni-channel retailing context, may be a continuous and complex balancing act between these two parties. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7439643
- author
- Lindersson, My LU and Nilsson, Malin LU
- supervisor
- organization
- course
- KSKK01 20151
- year
- 2015
- type
- M2 - Bachelor Degree
- subject
- keywords
- Multi-channel retailing, omni-channel retailing, consumer movement patterns, high involvement products, information, information-based power
- language
- English
- id
- 7439643
- date added to LUP
- 2015-06-24 09:39:19
- date last changed
- 2015-06-24 09:39:19
@misc{7439643,
abstract = {{Problem background: The barrier between physical stores and online stores is blurred, which is paving the way for multi- and omni-channel retailing. Consumers of today are having a great access to information, due to their increased use of digital devices. Thus, the power among consumers is increasing, which is creating a thought of whether the consumer, or the retailer, is the party in charge.
Aim of the study and research questions: The aim of this study is to attain an understanding of the views of retailers on multi-and omni-channel strategies, and their perceptions and handling of consumer movement patterns. Thereby, we are also striving for an understanding of the division of information-based power between retailers and consumers in a multi- and omni-channel retailing context. The research questions below will be directing the work process of this study.
- How do retailers, offering high involvement products, discuss multi- and omni-channel strategies?
- How do retailers, offering high involvement products, handle consumer movement patterns between various retail channels?
- Based on the answers to the former questions, how can the division of information-based power between retailers and consumers be interpreted?
Method: This study has been conducted through a qualitative research method, with an inductive approach. The primary data has been collected through ten semi-structured interviews, and the respondents have been strategically selected. The collected material has been interpreted through a hermeneutic approach.
Conclusions: The decision of working either according to a multi- or an omni-channel strategy may have an impact on the opportunities and challenges from working with various channels. It may also affect the handling of consumer movement patterns and the direction of consumers to certain channels. Lastly, the division of information-based power between retailers and consumers, in a multi- and omni-channel retailing context, may be a continuous and complex balancing act between these two parties.}},
author = {{Lindersson, My and Nilsson, Malin}},
language = {{eng}},
note = {{Student Paper}},
title = {{Information based power – A balancing act between retail strategies and consumer movement patterns}},
year = {{2015}},
}