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Från e-handel till butik: Hur renodlade e-handelsföretag som adderar fysiska butiker arbetar för att förmedla en enhetlig bild av varumärket
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2015 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
From e-tailer to retailer : How pure e-tailers that adds physical stores as a sales channel work to convey aconsistent brand image (English)
Abstract [sv]

På senare tid har en ny trend inom multikanalförsäljning uppmärksammats, där renodlade e-handlare inser vikten av att finnas tillgängliga för kunden i flera försäljningskanaler och därför adderar en fysisk butik som försäljningskanal. Den nya trenden benämns i studien för Clicks to Bricks. När flera försäljningskanaler opererar under samma varumärke kan svårigheter uppstå i att förmedla en enhetlig bild av varumärket, vilket lyfts fram i befintlig litteratur kring multikanalförsäljning. Det finns dock inga tidigare studier som undersöker utmaningar i att förmedla en enhetlig bild av varumärket specifikt för företag som går från Clicks to Bricks. Baserat på att Clicks to Bricks är ett relativt nytt fenomen som växt fram är forskningen inom området bristfällig och ytterligare studier krävs därför för att ge en ökad förståelse för fenomenet.

Abstract [en]

Background: Recently, a new trend in multichannel retailing has been growing where pure eretailersare realizing the importance of being available to the customer in several sales channelsand therefore adds a physical store to its existing e-commerce. The new trend is further referredto as Clicks to Bricks. When multiple sales channels operate under the same brand difficultiesmay arise in conveying a consistent image of the brand, which is highlighted in the existingliterature on multi-channel retailing. However, there are no previous studies that examinechallenges in conveying a consistent image of the brand specifically for companies going fromClicks to Bricks. Based on the fact that Clicks to Bricks is a relatively new phenomenon thearea is fairly unexplored in the academic world, which means that further studies are needed toprovide a greater understanding of the phenomenon.

Purpose: The study aims to provide a greater understanding of the phenomenon Clicks toBricks, by examining the reasons for pure e-tailers to add a physical store as a sales channel andhow they work to convey a consistent brand image.

Completion: The study has the design of a multiple case study and has been conducted with aqualitative approach. The study's empirical data is collected from interviews with people onnine different companies that have gone from Clicks to Bricks.

Conclusion: This study observes the fact that companies going from Clicks to Bricks haverecognized the importance of communicating a consistent brand across their sales channels.Companies have, however, started its work towards communicating a consistent image of thebrand at a late stage in the establishment process. The study identifies opportunities forimprovement in terms of conveying a consistent brand when it comes to companies going fromClicks to Bricks.

Place, publisher, year, edition, pages
2015. , 74 p.
Keyword [en]
Clicks to Bricks, multichannel retailing, consistent brand image, integration, ecommerce, physical store
Keyword [sv]
Clicks to Bricks, multikanalförsäljning, varumärkesidentitet, enhetligt varumärke, integration, e-handel, fysisk butik
National Category
Business Administration
URN: urn:nbn:se:liu:diva-119633ISRN: LIU-IEI-FIL-A--15/01960--SEOAI: diva2:825231
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
2015-06-03, A310, Linköping, 13:15 (Swedish)
Available from: 2015-08-25 Created: 2015-06-23 Last updated: 2015-08-25Bibliographically approved

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