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Information based power – A balancing act between retail strategies and consumer movement patterns

Lindersson, My LU and Nilsson, Malin LU (2015) KSKK01 20151
Department of Service Management and 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)
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author
Lindersson, My LU and Nilsson, Malin LU
supervisor
organization
course
KSKK01 20151
year
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},
  keyword      = {Multi-channel retailing,omni-channel retailing,consumer movement patterns,high involvement products,information,information-based power},
  language     = {eng},
  note         = {Student Paper},
  title        = {Information based power – A balancing act between retail strategies and consumer movement patterns},
  year         = {2015},
}