How to lead the transition from multichannel to omnichannel retailing

Address the current challenges and associated indicators with the assistance of a theoretical framework

Master thesis (2021)

Authors

B.H.M. van Heeswijk Technology, Policy and Management

Contributors

S. Fazi Transport and Logistics - TPM (supervisor 1)
J. Rezaei Transport and Logistics - TPM (supervisor 2)
J.A. Annema Transport and Logistics - TPM (coach)
Maarten Blonk (coach)
Faculty
Technology, Policy and Management
Copyright: © 2021 Bas van Heeswijk
Transition Omnichannel retailing Theoretical framework Multiple case study
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Published Date

25-10-2021

Language

English

Reuse Rights

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Faculty

Technology, Policy and Management

Abstract

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 understanding of omnichannel retailing and, on the other hand, it will provide insight into where retailers currently find themselves in this transition and what challenges this involves.