On- and offline retail channel integration strategy for Scotch & Soda B.V.

On- and offline retail channel integration strategy for Scotch & Soda B.V.

Jansen, C.

Christiaans, H.H.C.M. (mentor)
Calabretta, G. (mentor)

Industrial Design Engineering

Industrial Design

Master of Science Strategic Product Design

2014-12-17

To date, the 120 official Scotch & Soda stores deliver a more engaging brand experience to the customer than the website. From the interior design to the trained store staff (supported by the Scotch Academy), customers can participate in and are exposed to an experience that is not currently being realized through the online channel. The retail outlets and webstore currently function as two different business units, while actually their operations could enhance and amplify each other’s businesses. Therefore, the following question has been posed: How should the offline and online channels be integrated in order to create an engaging omni-channel experience for the customers? By defining the brand’s ‘raison d’être’ and researching the customer journey, guidance is given to define how the channels should be aligned. This is done through three overarching channel guidelines. As this thesis focuses on retail and webstore integration, a future vision for both these channels is sketched, and based on this four concepts are designed that show how to apply the guidelines and create an integrated and engaging shopping experience for the customer.

fashion
retail
E-commerce
strategy
omni-channel
customer experience

http://resolver.tudelft.nl/uuid:dc592b01-8110-4620-af5d-b1323b0add12

Campus only

Student theses

master thesis

(c) 2014 Jansen, C.