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Capturing the full-circle brand experience. Eight insights into the future of retail.
University of Borås, School of Business and IT. (Swedish Institute for Innovative Retailing)
2014 (English)Report (Other academic)
Sustainable development
The content falls within the scope of Sustainable Development
Abstract [en]

If you are a retailer or an e-commerce merchant, you could feel threatened by the digital revolution currently revamping the retail industry, or you could be excited by the potential for growth that lies ahead. Whether you jump at the chance of change – and reap the rewards – really depends on you. The shift of retail towards an omni-channel experience is changing how we view the branding of products and services. Digitized shopping is empowering consumers and changing their behavior, resulting in significant parts of the purchase process moving out of the store and into homes. In our research study for Centiro, we set out to investigate how and why the purchase process can be used to improve a company’s competitive edge. The research comprised an ethnographic study of consumers in their own homes and an online survey of 1000 consumers. This qualitative and quantitative approach has provided an insight into how online shopping is changing what it means to be a consumer. It leads us to the key question for our retail future: how is branding strategy affected when consumers adopt new digital purchase processes? We argue that the purchase process becomes a full-circle once the purchasing experience begins and ends in the consumer’s home. Based on consumers’ own opinions and their behavior, we have considered which parts of the purchase process need to be leveraged to become more competitive. Our eight insights are designed to help you to capture the potential of these new full-circle consumers.

Place, publisher, year, edition, pages
Centiro AB , 2014. , p. 1-26
Keywords [en]
digitization, consumer behavior, digital channels, trend report, Handel och innovation, Handel och IT
National Category
Business Administration
Research subject
Business and IT
Identifiers
URN: urn:nbn:se:hb:diva-4645Local ID: 2320/14468OAI: oai:DiVA.org:hb-4645DiVA, id: diva2:884040
Note

All publication rights belong to Centiro AB and the report might be available after contacting Centiro: info@centiro.com

Available from: 2015-12-17 Created: 2015-12-17 Last updated: 2017-11-16Bibliographically approved

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Sundström, Malin

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf