Résumé
The thesis is about omnichannel retail operations, we answer the following question: how do retailers provide a good customer experience regardless of the channel used? To answer this question we have drawn on the thoughts and writings of various authors to show that a good omnichannel retail strategy requires good operational and marketing management of the firm. Specially we have highlighted the thoughts that say a good omnichannel system is one that links its operational and marketing system to form a marketing operational customer-centric system in which the customer experience is at its best regardless of the chosen channel.In order to situate our theoretical analysis in practice we took the example of Colruyt, a grocery retailer that uses multiple channels and we analysed the challenges that a company of this kind faces today and we showed that implementing an integrated omnichannel management system is a good strategy to address our research question.
| la date de réponse | 3 sept. 2020 |
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| langue originale | Anglais |
| L'institution diplômante |
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| Superviseur | Aadhaar Chaturvedi (Promoteur) |