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Reinventing Traditional Shopping
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Digitalization has impacted online retailing heavily, however traditional stores have not

changed as much in comparison. Earlier studies have not only suggested how stores could

reinvent themselves, but also indicated that brands could have great advantages by doing so.

Furthermore, the customer experience and it’s reinforced importance within brick and mortar

has been highlighted. It has also been established that the customer experience could be

strengthen by implementing advanced technology. Due to the lack of research within the

subject and a mainly theoretical discussion about how and why stores implement advanced

technology in store, this study aims to investigate from more practical point of view how and

why companies implement advanced technology. This study has a qualitative method, by

conducting a total of 7 interviews. Five interviews were conducted with employees within

different retailing companies implementing advanced technology in store; BMW, Clas

Ohlson, Volvo Car Company, Volkswagen and Synsam Group. To continue, two

complementary interviews from a rather general market perspective were conducted; one

with AMF Fastigheter on their new project The Lobby focusing on the development of the

future store and one with Curiat (NZ) Limited a subject specialist on Augmented Reality,

which was one of the most common technologies in this study. The study identifies several

factors correlating to how and why brands reinvent their physical stores through advanced

technologies. In order to implement the technology successfully, such as Virtual Reality,

Augmented reality and Interactive Digital Signage, traditional retailers have to modify their

business models and their operational skills within the organization. One main motivation as

for why traditional retailers implement advanced technology is a changed consumer behavior

and market. This puts a new kind of pressure on traditional retailers and stresses the

importance of the customer experience. The customer experience and relationships can be

strengthened by implementing advanced technology and are two important factors as to why

retailers utilize advanced technology in store. Traditional retailers also use the implemented

advanced technology as a marketing tool, in order to market themselves as innovative and

meet the new market. In addition to this, there has been a change in communication between

customer and store. Retailers can use the advanced technology in order to not only interact in

a new way with their customers, but also communicate through various of their channels.

This creates a smoother and more seamless experience for the customer, and connect offline

with online.

Place, publisher, year, edition, pages
2018. , p. 57
Keywords [en]
Retailing, Digitalization, Smart stores, Advanced technology, Brick and mortar, Experience marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-37739OAI: oai:DiVA.org:hh-37739DiVA, id: diva2:1240261
Subject / course
International Marketing
Educational program
The International Marketing Programme, 180 credits
Supervisors
Available from: 2018-08-21 Created: 2018-08-20 Last updated: 2018-08-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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More styles
Language
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  • en-US
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  • nn-NB
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  • Other locale
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Output format
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