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  • 1.
    Sadeghjou, Neda
    et al.
    University of Skövde, School of Business.
    Stua, Madelein
    University of Skövde, School of Business.
    E-handelns påverkan på den fysiska butiken: Konkurrent eller komplement?2018Independent thesis Basic level (university diploma), 5 credits / 7,5 HE creditsStudent thesis
    Abstract [en]

    The consumer's changing shopping behavior clearly show that more and more people choose to shop online. This is leading to major challenges for retail establishments. The impact of e-commerce growth has resulted in decreased profitability as the customer abandoned traditional shops. Today's technology has contributed to the globalization of the market, enabling companies to reach an increasing number of consumers through online retailing. Companies acting on the digital and physical markets can offer their product through more channels bringing greater profitability.

    The purpose of the study has been to gain deeper knowledge and understanding how physical stores and e-commerce interrelate each other or work individually focusing especially in how this affects the retail store in terms of reduced sales shares. Furthermore, we have looked at what the store itself considers to be the most important competition against e-commerce and then comparing these with theories on the subject.

    The study was developed through qualitative data collection where we interviewed three store managers in the fashion industry, active in both the traditional and digital market. The result of the research has been compiled by comparing theories on the subject, based on the means of competition, the customer meeting and the customer experience.

    The results are that retails biggest competitive means for e-commerce are the human resources and the customer experience. Retail trade accounts for enormous technical development, it is then crucial for retail stores to keep up with the development and adopt e-commerce to survive on today's market. Since the consumers demand more shopping channels, it is interesting how fashion industry stores work to be competitive with the growing e-commerce.

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