COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
The Impact of Having a Seamless Omni-Channel Consumer Experience in the Retail Fashion Industry
Creator:
Alnowaiser, Nouf Maher M
Subject:
Thesis (M.F.A.) -- Luxury and Brand Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Brand Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
The objective of this thesis is to study the effects of having an omni-channel approach delivered to customers in order for them to have a seamless shopping experience across different channels for online and offline retail. The remarkable evolution of the e-commerce landscape, most importantly in the United States, has heavily impacted the traditional retail experience through the adoption of innovative, novel approaches to retain customers. Thus, many retail companies have adopted hybrid approaches for both online and offline. However, many consumers are noticing a gap between both experiences, where they’re witnessing a major disconnect. For example, luxury brands such as Chanel are still opposed to selling online in order to retain the exclusivity of their products. There have been multiple studies about the effectiveness of the omnichannel experience for consumers, but the field needs more elaborate work studies to fully implement this approach for fashion retail markets in the United States and across the globe. The aim of this study is to focus on the interviews and surveys conducted with consumers and retailers in order to implement a seamless omni-channel approach. Then, the study measures the quantitative benefits from this framework on the fashion retail industry. This thesis recommends solutions and ideas about what brands can do to enhance the customer’s shopping experience and how they can improve their marketing strategies.
Keywords: Omni-channel, seamless, studies, retail, consumers, customer experience online and offline.
Keywords: Omni-channel, seamless, studies, retail, consumers, customer experience online and offline.
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2021-11
Format:
1 online resource: 1 PDF (Thesis, 119 pages, color illustrations, graphs)