Integrierte Multichannel-Kommunikation im Einzelhandel

Schmieder, Ulf-Marten

doi:10.1007/978-3-8349-8875-1

Cited by 9 publications

(2 citation statements)

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“…In the 21st century, consumers look for information online, gather existing customer feedback from social media platforms and might finally decide to purchase a product from a physical store (Salma and Anil, 2015). This calls firms and retailers to rethink their current handling of sales channels for the sake of not losing customers in the close future and successfully competing with rivals (Schmieder, 2010), the Austrian furniture retailer XXX Lutz alike.…”

Section: Introductionmentioning

confidence: 99%

“…Along with the increasing fusion of sales channels, this changing consumer behavior is one of the main reasons for the modified retail landscape. Nowadays, consumers are ubiquitously connected and present on multiple channels (Schmieder, 2010). In the 21st century, consumers look for information online, gather existing customer feedback from social media platforms and might finally decide to purchase a product from a physical store (Salma and Anil, 2015).…”

Section: Introductionmentioning

confidence: 99%

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How the shift to omni-channel commerce strategy aids a furniture retailer's competitive differentiation: the case of xxx Lutz in Austria

Wieser¹,

Yen²

2019

Pressacademia

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Purpose-This study aims to devise a well-grounded omni-channel commerce strategy for the furniture retailers. Methodology-We used XXX Lutz, a well-established furniture retailer in Austria, as a study case. A content analysis of using website information, academic papers and social media documents, was conducted. Findings-The finding shows that XXX Lutz's shift to an omni-channel commerce strategy requires a smoother integration of all utilized channels. This could be achieved by two approaches, namely informational integration and physical integration. Moreover, potential challenges XXX Lutz might face by adopting an omni-channel strategy are identified and adequate solutions are proposed. Conclusion-This study extends the understanding of the omni-channel strategy for the furniture retailers. Our findings affirm the assumption that informational and physical integrations are two important dimensions of channel integration for the omni-channel retailers.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%