In recent times, the blurring borders between online and offline channels as well as changes in consumer behavior, lead to the emergence of an omnichannel environment. This is forcing retailers to rethink their channel strategies and shift their business models towards omnichannel. However, implementing and managing an omnichannel business has led to significant opportunities but at the same time presents unique challenges. Hence, firms need to investigate fundamental managerial questions pertaining to the challenges and outcomes when implementing an OCS to be able to carefully manage the complex interplay between digital and physical channels. Therefore, this thesis con- ducts an embedded single case study on a leading DK-based menswear fashion retailer, Shaping New Tomorrow.
To get a holistic view, this explorative study investigates challenges and outcomes when implementing an Omnichannel strategy from both a consumer and managerial perspec- tive, using a multimethod qualitative methodology and following a combined deductive and inductive research process. The data collection for the managerial perspective is based on semi-structured expert interviews. Managers from the case company that are involved in driving the omnichannel operations will build the sample. To investigate the consumer perspective, consumer reviews are used as the database. Further, the project draws on recent research by conducting a literature review. By identifying relevant impli- cations for the case company on how to improve the Omnichannel strategy, this project hopes to inform the company's decision-making when implementing an Omnichannel strategy.
The findings indicate that one of the major challenges for the case company results from the overall company structure. Silo work, missing financial resources and the lack of a commonly defined Omnichannel strategy are hindering a deeper level of channel inte- gration. Due to this fundamental managerial challenge other problems arise such as communication, product availability, or supply chain challenges. However, findings also suggest that by implementing an Omnichannel strategy, consumer satisfaction increases due to the created convenience. Therefore, customer behavior is influenced positively such as increased engagement, loyalty, word-of-mouth, or improved reaction to cross- and upselling measures. This project thus suggests that it is essential for the case com- pany to develop a mutual Omnichannel mindset across the company. This way, the pos- itive outcomes in terms of consumer behavior can be leveraged and the challenges can be addressed.