Title: How Online Activities Influence In-Store Purchases. An O2O Case Study in the

Snow-Sports Rental Industry

Authors: Lina Cnattingius and Ida Karlsson .st

Level: Bachelor’s Thesis

Supervisor: Olga Rauhut Kompaniets

Term: Spring 2025

Research Question: How do online activities influence customer visits and purchasing

behavior in offline stores?

Purpose: This study aims to address several practical implications for managers,

offering insights on how to optimize O2O strategies in an increasingly competitive

market (Zhang, 2021). The research will therefore investigate if there is a connection

between online activities and offline purchasing behavior, by using insights from a

leading company within snow-sports in Europe.

Theoretical framework: Theories discussed in this study include consumer behavior in

O2O businesses, omnichannel and O2O marketing strategies, as well as customer

satisfaction and loyalty.

Method: The study is formed from a mixed method, which includes a case study where

semi-structured interviews with company employees were conducted, as well as survey

responses from customers provided by the company.

Conclusion: The study shows that online exposure drives store visits, but satisfaction

depends on the in-store experience. A seamless O2O strategy with accurate online

information and strong service is key to meeting customer expectations.