| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "H\u00e4nninen, Sarah", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-19T12:52:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-19T12:52:44Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96047", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Today consumers are expecting more coherent customer experiences across online and offline channels to leverage the positive effects of both channels. Omnichannel marketing has met these expectations as it has been defined as integrated customer experience via communication and distribution channels. Still, even though the positive effects of omnichannel marketing are acknowledged and managers perceive it important, only 3% of retailers have all channels connected. To find an answer to that gap, this master\u2019s thesis examined from a management\u2019s point of view (1) what drivers guide retailers to be omnichannel, and (2) which factors affect the implementation of an omnichannel strategy. The study was carried out as a case study, in which retailers from various trade sectors in Finland participated. In total eight people were interviewed from seven companies, and the interviews were carried out using semi-structured interviews, which included some freedom to modify the questions to each person\u2019s knowledge. \n\nBased on the key results, consumers cross-use online and offline channels and take advantage of their best aspects during the purchase, which emphasizes the role of omnichannel marketing in retailing. Hence, retailers\u2019 mission is to ensure that customer experience is coherent in online and offline channels, so customers can seamlessly switch between channels during the purchase path. One way for retailers to support the implementation of an omnichannel strategy is to give more weight to the total sales of both channels instead of following the sales of an individual channel. After all, offline channels engage through experiences and improve brand awareness, and online channel is used to find information and to ease buying. In addition, nowadays implementing an omnichannel strategy is not a competitive advantage, but a requirement for retailers to stay competitive. That is because consumers make their consumption decisions based on the overall experience. Moreover, it is necessary to keep the customers\u2019 needs, at the center of each decision.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 kuluttajat odottavat yh\u00e4 johdonmukaisempia asiakaskokemuksia online- ja offline-kanavissa hy\u00f6ty\u00e4kseen molempien kanavien positiivisista vaikutuksista. Omnikanavainen markkinointi on t\u00e4ytt\u00e4nyt n\u00e4m\u00e4 odotukset, sill\u00e4 se on m\u00e4\u00e4ritelty saumattomaksi asiakaskokemukseksi viestint\u00e4- ja jakelukanavissa. Vaikka omnikanavaisen markkinoinnin positiiviset vaikutukset ovat tunnistettu ja johto pit\u00e4\u00e4 sit\u00e4 t\u00e4rke\u00e4n\u00e4, asiakaskokemus on yhten\u00e4inen kaikissa kanavissa vain kolmella prosentilla v\u00e4hitt\u00e4iskauppiaista. Sen takia t\u00e4m\u00e4n tutkielman tavoitteena on ollut selvitt\u00e4\u00e4 johdon n\u00e4k\u00f6kulmasta (1) mitk\u00e4 tekij\u00e4t ohjaavat v\u00e4hitt\u00e4iskauppiaita olemaan omnikanavaisia, sek\u00e4 (2) mitk\u00e4 tekij\u00e4t vaikuttavat omnikanavaisen strategian implementointiin. Tutkielma toteutettiin tapaustutkimuksena, johon osallistui johtoa v\u00e4hitt\u00e4iskaupan alalta Suomesta. Yhteens\u00e4 kahdeksaa henkil\u00f6\u00e4 seitsem\u00e4st\u00e4 yrityksest\u00e4 haastateltiin, ja haastattelut toteutettiin puolistrukturoiduilla haastatteluilla, jotta haastattelukysymyksi\u00e4 oli mahdollista muokata jonkin verran haastateltavan tiet\u00e4myksen mukaan. \n\nKeskeisten tulosten perusteella kuluttajat k\u00e4ytt\u00e4v\u00e4t ristiin online- ja offline-kanavia ja hy\u00f6dynt\u00e4v\u00e4t niiden parhaita puolia oston aikana. Se korostaa omnikanavaisen markkinoinnin roolia v\u00e4hitt\u00e4iskaupassa. T\u00e4st\u00e4 syyst\u00e4 v\u00e4hitt\u00e4iskauppiaiden teht\u00e4v\u00e4n\u00e4 on varmistaa, ett\u00e4 asiakaskokemus on johdonmukainen molemmissa kanavissa, jotta asiakkaat voivat vaihtaa saumattomasti kanavaa ostopolun aikana. Yksi tapa tukea omnikanavaisen strategian toteuttamista on antaa enemm\u00e4n painoarvoa kanavien kokonaismyynnneille yksitt\u00e4isten kanavien myyntien seuraaminen sijaan. Kuitenkin offline-kanavat sitouttavat kokemuksien kautta ja lis\u00e4\u00e4v\u00e4t br\u00e4nditietoisuutta, ja online-kanavia k\u00e4ytet\u00e4\u00e4n tiedon etsimiseen ja ostamisen helpottamiseksi. Lis\u00e4ksi havaittiin, ettei omnikanavaisen strategian toteuttaminen luo en\u00e4\u00e4 kilpailuetua yritykselle, vaan on pikemminkin vaatimus kilpailukyvyn s\u00e4ilytt\u00e4miseksi. T\u00e4m\u00e4 johtuu siit\u00e4, ett\u00e4 nykyp\u00e4iv\u00e4n\u00e4 kuluttajat tekev\u00e4t ostop\u00e4\u00e4t\u00f6ksens\u00e4 kokonaiskokemuksen perusteella. Lis\u00e4ksi asiakkaiden tarpeet ovat pidett\u00e4v\u00e4 jokaisen p\u00e4\u00e4t\u00f6ksen keskipisteen\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-06-19T12:52:44Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-19T12:52:44Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "66", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Omnichannel marketing in the retailing landscape", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202406194811", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
|