Background Omni-channel retailing has developed as an extension of multi-channel retailing. The difference between the concepts is the level of integration, where an omni-channel requires seamless and complete channel integration compared to a multi-channel where the level of integration varies from non-existing to high. Today’s customers expect an integrated shopping experience where they can combine the different channels according to their preferences and omni-channel is a way for retailers to meet this need. Purpose The purpose of this thesis is to explore the concept of omni-channel retailing and its implementation in retail firms operating in the Swedish market. Method This study is based on an interpretive approach and takes the form of an exploratory multiple case study through the investigation of four retailers. Qualitative data was collected through semi-structured interviews and the findings were analyzed abductively. Conclusion The conclusion of this thesis is that the investigated retailers still have, more or less, a long way to go in their integrative efforts. The retailer that has come the furthest in their effort has only implemented nine out of fifteen omni-channel criteria. Three main incentives for implementing an omni-channel strategy were identified. These are to respond to customer demands, to optimize the individual sales channels and to gain a competitive advantage. Additionally, several challenges arise as the retailer moves towards an omni-channel. These include technological investments, change management, channel conflict, return management and consistency. Furthermore, five potential sources of these challenges were identified as technological requirements, organizational changes, sales accreditation policies, in-store returns and finally the franchise business model.

The rapidly changing consumer behaviour and the increasing demand of convenience has put pressure on corporations to utilise their various capabilities more dynamically. As a result, operating through channels that are not synergised is no longer as effective as it used to be, and businesses are struggling with combining their existing channels with the market development. For Multinational corporations (MNCs) traditionally based on brick-and-mortar retailing, this has proven to be especially difficult as the market develops towards electronic solutions, but with a significant demand still for physical stores. This study aims to, by the assistance of theory, investigate the practice of how MNCs can utilise their capabilities dynamically in order to make their cross-channel integration process more dynamic, and thus maintaining their competitive advantage. Empirical data has been gathered through a case study on a brick-and-mortar MNC that is, at the time of this research, going through the process of cross-channel integration. Primary data has been gathered through semi-structured interviews that has also resulted in providing the secondary data in regard to the process. The combined data has then been analysed, using a pattern matching method, together with literature within both cross-channel integration and dynamic capabilities. The findings indicate that resources that can be connected to theory within dynamic capabilities play a central role in successful cross-channel integration. Furthermore, being up-to-date in terms of trends & development, having clear, change encouraging, company values and making sure that the employees are actively participating in the process is indicated to be of especial importance.

This thesis aims to answer the research question of how an industrial retailer’s level of channel integration can be evaluated and improved. A conceptual model is developed and applied in a case study context of the shop channel of a large international industrial distributor of maintenance, repair and operations goods. Marketing channel integration is proven to improve customer satisfaction, customer loyalty and customer expenditure - despite these benefits, there does not exist any evaluation method that helps researchers or practitioners determine the level of channel integration of an industrial retail channel. The case study follows a mixed method approach and uses qualitative data from in-depth interviews with 11 managers and 24 employees, as well as quantitative data from a management survey with 26 respondents. Using the conceptual model the shop channel of the German parent company was rated at a multi-channel level of integration and the Dutch shop channel at a multiple channel level of integration. Any improvement to the level of channel integration of an industrial retail channel depends on the understanding of and commitment to the integrated channel strategy by the shop management.

This cumulative dissertation consists of four papers that investigate retailer switching and identify potential and threat of cross-channel retail services (CCRS) for retail businesses. The first, conceptual paper compares different theories and models of retail quality. It derives the concept of retailer aspects as a framework to measure retailer quality and further discusses how CCRS can serve as a tool to enhance those retailer aspects. The second paper discusses results from a consumer panel survey and quantifies the influence of satisfaction with retailer aspects on retailer switching during webrooming behavior. The findings of this second paper present the two retailer aspects assurance of delivery and competitive product pricing as key determinants for retailer switching. The third paper defines CCRS and outlines a conceptual classification scheme for CCRS assessments – the CCRS Pentagon. The fourth paper quantifies the impact of CCRS adoption and retailer aspect preferences on CCRS-induced retailer switching based on a second consumer panel survey. Results from this second study affirm the existence of CCRS-induced retailer switching. The paper concludes that CCRS can serve as a retailer’s lock-in mechanism, but that the availability of CCRS in retail environments also threatens retail businesses. In sum, the dissertation provides academic contributions and suggestions for further academic research as well as practical implications and management tools for application in retail businesses.:I. Introduction II. Enhancing Multi-Channel Retail Quality through Cross-Channel Services III. What Drives Competitive Webrooming? The Roles of Channel and Retailer Aspects IV. Cross-Channel Retail Services: A Service Classification Along The Retail Function V. Service-induced Retailer Switching – Power of Cross-Channel Retail Services VI. Conclusion Appendix A: Estimated parameters in baseline-category logit model Appendix B: Conditional marginal effects and conditional probability Appendix C: T-Tests for retailer aspects per service example

A esquistossomose à uma doenÃa parasitÃria, provocada por vermes trematÃdeos do gÃnero Schistosoma. à uma endemia mundial, ocorrendo em 74 paÃses e territÃrios, principalmente na AmÃrica do Sul, Caribe, Ãfrica e Leste do MediterrÃneo, onde atinge as regiÃes do Delta do Nilo, alÃm de paÃses como Egito e SudÃo. Entre as parasitoses humanas mais disseminadas no mundo, a esquistossomose ocupa o segundo lugar (perdendo apenas para a malÃria), constituindo, no Brasil, um de seus mais graves problemas de saÃde pÃblica. A transmissÃo do Schistosoma mansoni depende do inter-relacionamento entre o ecossistema, as pessoas e suas condiÃÃes sociais. Grandes projetos de engenharia que causam alteraÃÃes no meio ambiente costumam criar condiÃÃes satisfatÃrias para o aparecimento de fatores de risco de introduÃÃo e disseminaÃÃo de doenÃas nas comunidades afetadas. O objetivo deste trabalho foi construir uma linha de base dos municÃpios atingidos por dois grandes projetos de infra-estrutura hÃdrica: A integraÃÃo de Bacias do Rio SÃo Francisco nos limites do estado do Cearà e o EixÃo das Ãguas do CearÃ, e as implicaÃÃes sobre a transmissÃo de Esquistossomose MansÃnica. Os municÃpios pertencentes a Ãrea de InfluÃncia Direta dos projetos envolvidos foram: Alto Santo, Baixio, Barro, Brejo Santo, Cascavel, Caucaia, Chorozinho, Horizonte, IcÃ, Itaitinga, Jaguaribara, Jaguaribe, Jati, Lavras da Mangabeira, MaracanaÃ, Mauriti, MissÃo Velha, Morada Nova, Ocara, Pacajus, Pacatuba, Pena Forte, Russas, SÃo GonÃalo do Amarante e Umari. Foram utilizados indicadores sÃcio-demogrÃficos, sÃcio-econÃmicos, educacionais, ambientais e de saÃde. A anÃlise dos dados sÃcio-demogrÃficos e sÃcio-econÃmicos revelou que os municÃpios prÃximos a RegiÃo Metropolitana de Fortaleza apresentaram os melhores indicadores. O hospedeiro intermediÃrio B. straminea encontra-se disseminado em todos os 25 municÃpios dos quais 6 apresentaram casos de esquistossomose mansÃnica no perÃodo de 2001 a 2006. Somente 8 municÃpios sÃo trabalhados pelo Programa Estadual de Controle da Esquistossomose com prevalÃncia variando de 0,1 a 0,8 % com o municÃpio de Maracanaà apresentando a maior prevalÃncia (0,8%). Cinco municÃpios da AID apresentaram Ãbito por esquistossomose no perÃodo de 2001 a 2009, destes 3 nÃo sÃo trabalhados pelo PCE. A produÃÃo de espaÃos potenciais para a transmissÃo da esquistossomose na AID decorrentes da implementaÃÃo do referidos projetos de transposiÃÃo de bacias necessita ser mensurado. / Schistosomiasis is a parasitic disease caused by trematode worms of the genus Schistosoma. It is a worldwide endemic disease, occurring in 74 countries and territories, mainly in South America, the Caribbean, Africa and Eastern Mediterranean, where it reaches the regions of the Nile Delta, along with countries like Egypt and Sudan Among the most widespread parasitic infections in human world, schistosomiasis ranks second (second only to malaria), constituting, in Brazil, one of its most serious public health problems. The transmission of Schistosoma mansoni depends on the inter-relationship between the ecosystem, people and their social conditions. Large engineering projects that cause environmental changes often create good conditions for the emergence of risk factors for introduction and spread of diseases in the affected communities. The objective of this study was to build a baseline of the municipalities affected by two major projects of water infrastructure: The integration of the SÃo Francisco River Basin within the limits of the state of Ceara and EixÃo Waters of CearÃ, and the implications on the transmission Schistosomiasis mansoni. The municipalities in the Area of Direct Influence of the projects involved were: Alto Santo, Baixio, Barro, Brejo Santo, Cascavel, Caucaia, Chorozinho, Horizonte, IcÃ, Itaitinga, Jaguaribara, Jaguaribe, Jati, Lavras da Mangabeira, MaracanaÃ, Mauriti, MissÃo Velha, Morada Nova, Ocara, Pacajus, Pacatuba, Pena Forte, Russas, SÃo GonÃalo do Amarante e Umari. Indicators were used socio-demographic, socioeconomic, educational, and environmental health. The socio-demographic and socioeconomic analysis revealed that the municipalities close to the Metropolitan Region of Fortaleza were the best indicators. The intermediate host Biomphalaria straminea is widespread in all 25 municipalities of which 6 were cases of schistosomiasis in the period 2001 to 2006.Only eight counties are handled by the State Program for the Control of Schistosomiasis with prevalence ranging from 0.1 to 0.8% with the town of Maracanaà presenting the highest prevalence (0.8%). Five municipalities ADI (area of direct influence) had died of schistosomiasis in the period 2001 to 2009, these three are not operated by the State Program for the Control of Schistosomiasis. The production potential spaces for the transmission of schistosomiasis in the ADI following the implementation of these projects watershed transposition needs to be measured.

Purpose: The main purpose of the study is to create an understanding of whether a company's development work with creating a high degree of integration is of relevance to consumers. This because there are shared opinions about consumer behaviour in a multi-channel environment. Method: The survey methodology used in this study is qualitative study. The collected data was made through focus group interviews which represent the primary data. The secondary data consists of previous research. Conclusion: The conclusion from this study shows that channel integration in many cases gives a positive attitude towards consumers. However, there are exceptions where channel integration is not attractive or sought after. Instead attributes are more in focus. But overall, channel integration has a positive impact on consumers / Syfte: Studiens huvudsakliga syfte är att skapa en förståelse kring huruvida ett företags utvecklingsarbete med att skapa en hög grad integration är av relevans enligt konsumenterna, då det råder skilda meningar från tidigare forskning. Metod: Den utförda undersökningsmetod som används i denna studie är en kvalitativ under-sökning. Där den insamlade datan gjordes genom fokusgruppsintervjuer, vilket representerar den primära datan. Den sekundära datan bestårav tidigare forskning. Det utfördes sedan en jämförelse mellan primär och sekundär data. Slutsats: Studiens slutsats visar på att konsumenter erhåller en positiv attitydtill kanal-integration, men det finns dock undantag där kanalintegration inte är lika eftertraktat och attraktivt där attribut står mer i fokus. Men överlag visas kanalintegration ha en positiv inverkan på konsumenters attityd.

The aim of this study is to examine the feasibility of the multichannel strategy in a B2B complex product context through an in-depth case study on ABB control systems. Firstly, the study focused on investigating the channel strategy for the current ABB control systems. The channel structure and sales cycle have been identified. Secondly, the study identified the challenges which have existed in the channels for ABB control systems. Channel conflicts and lack of channel integration have been recognized as the major challenges. Finally, the thesis proposed improvement suggestions on how to reduce channel conflicts and increase channel integrations for ABB control systems.

El conocimiento sobre la experiencia del cliente dentro de un contexto omnicanal es clave para determinar el nivel de compromiso del usuario hacia la empresa. En base a ello, el presente estudio abordará el omnichannel customer experience como la variable de interés principal analizando sus dimensiones para poder identificar su relación con el engagement. Asimismo, se adaptará a la realidad peruana en la industria que potencia la venta retail: los centros comerciales. Se realizará un estudio cuantitativo correlacional con 400 usuarios mediante el uso de encuestas online. Los resultados tendrán análisis bivariados y multivariados a través el programa estadístico SPSS y SmartPLS respectivamente. / Knowledge about the customer experience within an omnichannel context is key to determine the level of user engagement towards the company. Based on this, this study will focus on the omnichannel customer experience as the main variable of interest by analyzing its dimensions in order to identify its relationship with engagement. Likewise, it will be adapted to the Peruvian reality in the industry that boosts retail sales: shopping malls. A quantitative correlational study will be adopted with 400 users using online surveys. The results will have bivariate and multivariate analysis through the statistical software SPSS and SmartPLS respectively. / Trabajo de investigación

Syftet för studien är att öka förståelsen för den valda konsumentgruppens konsumentbeteende i livsmedelsföretagens omni-kanaler. Förståelsen för konsumentbeteendet skall ökas genom att se på studiens tre delar, konsumtionsvärde, kanalanvändning och kanalintegration i relation till köpprocessen. Samt att syftet är att se på likheter och skillnader i konsumentbeteendet för män respektive kvinnor. Studien är utförd med en kvantitativ undersökningsmetod. Primärdata har samlats in vid genomförandet av en enkätundersökning som jämförts med sekundärdata som består av litteratur och tidigare forskning. Slutsatsen som kan dras av denna studie är att konsumentgruppen handlar livsmedel med störst del utilitaristiska konsumtionsvärden för att uppleva nytta och effektivitet genom köpprocessen. Det speglas även i de kanalval som görs genom köpprocessen där en slutsats är att fysisk butik fyller en viktig roll. Men att konsumentgruppen även kan tänka sig att kombinera fysisk butik med online och mobil kanal för att uppleva nytta. Störst användning av flera kanaler förväntas ske i samband med informationssökningen. Kanalintegrationen för konsumentgruppen förväntas ha en viktig betydelse för att de ska bli tillfredsställda i flera kanaler. Avslutningsvis har inga större skillnader mellan män och kvinnor kunnat påvisas i studien för konsumentbeteendet i flera kanaler. / The purpose of the study is to increase understanding of the selected consumer group consumer behavior in food retailers omni-channels. The understanding of consumer behavior should be increased by ensuring the study's three parts, the consumption value, channel usage and channel integration in relation to the buying process. Another purpose of the study is to investigate similarities and differences in consumer behavior for men and women respectively.  The study is designed with a quantitative research method. Primary data has been gathered in the implementation of a survey that compared with secondary data consisting of literature and previous research. The conclusion to be drawn from this study is that the consumer group's food with the greatest number of practical consumption values to experience the benefits and efficiency through the buying process. It is also reflected in the channel selection made by the buying process in which a conclusion is that the physical store plays an important role. But consumer group may also consider combining physical store with online and mobile channel to experience the benefits. The greatest use of multiple channels is expected to occur in connection with the search for information. Channel integration for the consumer group is expected to have a major importance for them to be satisfied in multiple channels. Finally, no major differences between men and women has been demonstrated in the study of consumer behavior in multiple channels.

Digitaliseringen har skapat nya möjligheter för konsumenterna att dra nytta av både e-handeln och de fysiska försäljningskanalerna. Detta har skapat utmaningar och möjligheter för företag att arbeta i en mer digitaliserad marknadsmiljö. Studien betonar vikten av att erbjuda en integrerad och enhetlig upplevelse för konsumenterna, så kallad omnihandel. I denna studie undersöks ett fallföretags övergång till just omnihandel. Studiens syfte är att skapa en djupare förståelse om fenomenet omnihandel samt att utforska hur en omställning till omnihandel har sett ut från ett företagsperspektiv. Dessutom utforskas de upplevda fördelarna och nackdelarna ur ett kundperspektiv. Studien använde sig av ett explorativt tillvägagångsätt för att kunna utforska fenomenet. För att samla in data användes semistrukturerade intervjuer med tre respondenter från Elgigantens ledningsgrupp och fokusgrupper med kunder. Intervjuerna användes för att utforska ledningens syn på deras omställning till omnihandel, medan fokusgrupperna användes för att fånga kundernas direkta erfarenheter och åsikter. Resultaten från intervjuerna bidrog med värdefulla insikter om hur omställningen har skett i praktiken för fallföretaget. Resultaten från fokusgrupperna bidrog med insikter om att omnihandel kan ge fördelar som kundnöjdhet och stärkt varumärkeslojalitet. Vidare kunde slutsatsen visa att fallföretaget har gjort betydande framsteg i att integrera sina försäljningskanaler för att skapa en enhetlig kundupplevelse över både digitala och fysiska plattformar. Studiens slutsats visar att fenomenet omnihandel kan bidra till ökad kundnöjdhet och stärkt varumärkeslojalitet. Dock fastställdes att kundnöjdheten kan påverkas negativt om integreringen av försäljningskanalerna brister. / The digitization has created new opportunities from both e-commerce and physical sales channels. This has created challenges and opportunities for companies to operate in a more digitized market environment. The study emphasizes the importance of providing an integrated and consistent experience for consumers to remain competitive. This study examines a case company's transition to omnichannel retailing, aiming to gain a deeper understanding of the phenomenon from both company and customer perspectives. It explores the transition process, as well as the perceived advantages and disadvantages from the customer's viewpoint. An exploratory approach was employed, utilizing semi-structured interviews with three members of Elgiganten's management team and conducting focus groups with customers to collect data. The results from the interviews provided valuable insights into how the transition has occurred for the case company in practice and the focus groups contributed insights into the advantages of omnichannel such as customer satisfaction and strengthened brand loyalty. In conclusion, the study identified that the phenomenon of omnichannel can contribute to increased customer satisfaction and strengthened brand loyalty. However, the study was able to determine that deficiencies in the integration of the sales channels lead to unachieved customer satisfaction.