How to lead the transition from multichannel to omnichannel retailing: Address the current challenges and associated indicators with the assistance of a theoretical framework

This thesis focuses on the transition from multichannel to omnichannel retailing. To provide insight into this, the current challenges and related indicators are identified by means of a multiple case study. In addition, a theoretical framework for the omnichannel retailing concept is designed. On the one hand, this will help to increase the...

A new way to approach the next generation parents: Getting Generation Z on board

To stay relevant to its consumers, Philips Avent should meet the needs and values when innovating. These consumers are the next generation parents, generation Z born between 1995 and 2010. Research has been conducted into the needs and values of Generation Z and Parents within the field of pregnancy. The research draws on internal desk research,...

The design of a service to create value between later stage startups and ING

Startups are the possible corporates of the future and entrepreneurs are the millionaires of the future. To obtain these future corporates as a customer, ING wants to be there for them at the start. Therefore ING has set the goal to become “the startup bank of the Netherlands”. ING wants to offer startups more than a bank account; access to...

The Service Recovery Experience

Financial pressures in the airline industry have forced KLM to change their strategic direction. Using the Treacy & Wiersema (1993) model KLM’s new focus is on customer intimacy. This implies researching customer needs and designing from a user-centered perspective. Which are fueled by the change in the consumer landscape, namely digital...

Cooperative taxfree articles solution

PASSME is a project funded by the European Union’s 2020 Horizon research and innovation program and it aims for fast airports and stress-free passenger journey. In order to achieve these goals, it has established ten work packages, each focusing on an element of the whole system. Work package 3 is concerning hand luggage and is managed by KLM...

Designing a fitting room experience for a fashion retailer

This graduation project is done in collaboration with the fashion retailer Suitsupply. This assignment is based on the implementation of RFID technology in the stores. RFID tags and scanners will replace the barcode system. As an additional advantage, RFID gives a lot of opportunities to improve the customer experience. With a RFID reader and a...

Inventory allocation for an omnichannel strategy

Design an Omnichannel G-Star Shopping Experience for 2018

Retail business is radically changing in this decade, due to (mobile) internet and changing relationships with consumers. In order to thrive in this new world, G-Star should adapt to create a seamless partnering experience with it’s customers - something quite different from the current sales and distribution approach. I have designed such an...