Au-delà de replacer les transformations du paysage commercial alimentaire dans deux contextes urbains différents, cette thèse a pour objectif de montrer qu’à travers le renouvellement de l’appareil marchand de proximité dans les centres-villes, il est possible de mettre en perspective les évolutions plus générales de la ville contemporaine. Qu’elle soit considérée compacte (Saragosse), ou au contraire diffuse (Toulouse), celle-ci présente des points forts et des faiblesses qui révèlent la difficulté de trouver une fabrique idéale de la ville ou plus modestement de promouvoir une organisation commerciale plus qu’une autre. La proximité redessinée au spectre du temps laisse ainsi entrevoir des réajustements incessants qui initiés par les mutations des formes, des formats, et des règlementations restent surtout insufflés par les aspirations versatiles des chalands. Exogènes ou endogènes, mobiles ou «assignés à résidence», ils restent au final, les principaux artisans de la reconfiguration globale de la ville par leur façon d’entreprendre l’espace urbain en général, mais aussi les territoires du quotidien. L’observation des pratiques les plus banales, permettent alors de pointer les disparités socio-spatiales les plus stigmatisantes. / Commercial activities are key indicators of social and urban changes. Studying the evolution of grocery stores located in city centers, we concentrate our work on the geographic and social analysis of these commercial mutations in two different metropolitan areas. We compare and analyse these dynamics in Zaragoza (Spain), described as a compact city, and  in Toulouse (France), considered as a critical example of uncontrolled urban sprawl. The weaknesses, forces and sustainability (in a social and environmental way) of these two urban morphologies are confronted. The contemporary idea of impulsing a perfect urban model, in a sense where all part of cities would be "close" in space and time by controlling the location of commercial activities, emerge as another urban utopia. Even if national and local authorities produce planning documents to reduce commuting related to shopping, consumers habits explain the major part of the urban recombinations observed. Finally, using a common indicator such as grocery stores enhance the usual social and spatial segregation our urban societies have to deal with.

The thesis deals with the increasing of business efficiency of the online store 4RIDERS. The aim of the thesis is the complex analysis, evaluation and recommendation of specific steps to modernize the online store 4RIDERS in terms of online marketing activities, strategies and technical solutions. The theoretical part describes the legislative and technical requirements necessary for the operation of the e-commerce and defines the basic concepts of online marketing and its tools, including online marketing strategy See-Think-Do-Care. In the practical part is processed by the situational analysis, analysis and evaluation of the current online marketing strategy according to the tools display ads, SEO, PPC, social networking, email marketing and shopping comparison sites. The main part of the thesis consists of the proposal of a new online marketing strategy based on the model See-Think-Do-Care. The thesis also deals with the analysis and evaluation of the current e-commerce solutions and recommendations for the new e-commerce platform with regard to the implementation of the suggested online marketing strategy.

The aim of my diploma thesis was to present a comprehensive view of OOH advertising in Czech republic, assess the current situation and outline the direction in which this form of advertising has great potential for further development and which way could this form of advertising lead, especially if we consider innovative technologies within the in-store advertising. The theoretical and methodological part defines OOH advertising within the marketing mix and marketing communication, mentiones its history, advantages and disadvantages, divides OOH formats according to location and use. I focused on the principles of creation OOH advertising, legislation that regulates this form of advertising, I have devoted the measurement of indoor and outdoor advertising, and described the process of planning OOH advertisement. Then I descrived the current situation in the Czech market, new trends OOH communication,which I followed in the practical part. The practical part is based on the theoretical part. It includes information about the company UGO! Media, its materials and products that can be used for in-store advertising. I also mention implemented campaigns and research that was related to the efficiency of the basic material UGO! Media and eventually devote my one research, which relates to the use of products offered by UGO! in a concrete point of sale. The conclusion sums up all the important parameters learned from the research, provides recommendation for further use UGO! product sales in a given location and general evaluation of potential in the use of new technologies in-store advertising.

Customer Reward Programs (CRP) have increasingly been used in many industries and markets worldwide with the purpose of gaining customers and retaining their loyalty through repeated purchases in exchange of rewards. Currently, most of the retailers in the Swedish grocery store sector have implemented CRP of different types, from simple discount-based programs to complex multipartnership structures. Previous works have been carried on the competitiveness of the grocery retail market in Sweden, but these haven’t addressed the role of the CRP. Therefore, the objective of this thesis was to analyze the performance of the CRP offered by Ica, Coop, Citygross, Willys and Hemköp from a customer loyalty perspective. The discount store Lidl was also included although they haven’t implemented a CRP. The retailers included in our study covered approximately 93% of the market share in Sweden.   Data was collected through anonymous online surveys that included 12 questions addressed to households living in several Swedish cities. The online surveys allowed us to gather demographics data and info about CRP memberships, purchasing habits, customer loyalty, reward preferences, and customer awareness. In total 134 households replied the survey.   We found high store loyalty among the respondents. However, the strong preference for conveniently located stores indicated that most customers enroll in the CRP to take advantage of the repeated visits they already do to a certain store, which has a favorable location. In other words, we suspect customers become store loyal and then they enroll in the CRP. This attitude is masked as true loyalty but in fact it only implies a behavioral loyalty. Further deeper analysis shall be performed to confirm this finding.   We observed a clear increase of the customer loyalty (measured by share of wallet and purchase frequency) in respondents enrolled in CRP compared to not-enrolled counterparts. Households with children and households with high income had a greater tendency to participate in CRP and these two groups exhibited higher customer loyalty. Our results showed that the package of benefits and rewards offered by the CRP alone does not capture many customers into the CRP. Instead, customers looked for store location, quality and price as the appealing factors to enroll a CRP.   The survey results confirmed the dominance that Ica has over the Swedish grocery retail market. Further analysis combining level of expenditures and frequency of purchase showed that Lidl, Hemköp and Citygross performed quite similar within a group that does not capture great portion of the customer expenditure combined to a low purchase frequency. An output of our research showed that Lidl compete quite well with retailers that have CRP in place like Citygross and Hemköp, or on the contrary, that Hemköp with an advanced CRP does not attract customers sufficiently when compared to Lidl. An analysis based on the double jeopardy effect theory showed that Willys exhibits an “excessive loyalty”. This means, Willys had a higher frequency of purchase and level of expenditure than expected when compared against its market penetration level. Therefore, we identified that Willys overachieve results compared to the others retailers and also to Coop, its closest competitor. We concluded that a CRP with larger benefit scheme does not necessarily increases the customer loyalty to the store. Moreover, boosting CRP with multi-partnership programs that offer several experience rewards (spa, ski resorts, music events and travel tickets) could be inefficient for the grocery retailers since customers feel primarily attracted to immediate rewards related with groceries discounts.

Actualmente, el mercado de retail de ropa en Perú se encuentra en constante crecimiento. Más del 50% de las ventas totales son procedentes de tiendas independientes. Ante la imposibilidad de competir en igualdad de condiciones ante grandes cadenas retail con presupuestos elevados, utilizan herramientas digitales, principalmente en redes sociales, con el fin de ser una marca reconocida en el mercado (incremento de conocimiento de marca) y captar clientes. Entre estas se identifican los comentarios de recomendación o eWOM y aspectos de los Influencers como el contenido generado y la credibilidad, elementos que deben ser aprovechados. El uso adecuado de dichas herramientas ha permitido el crecimiento de varias marcas en el mercado peruano, alcanzando incluso más de cien mil seguidores en sus redes sociales y contando con algunas tiendas físicas o presencia en concept stores. Es importante en el planteamiento de las estrategias comunicacionales y de marketing propias de cada marca identificar los componentes más relevantes de cada una de las variables en mención con el fin de obtener resultados óptimos. Por ello, el presente trabajo de investigación busca relacionar aspectos de los influencers y el eWOM con el brand awareness. / Currently, the clothing retail market in Peru is constantly growing. More than 50% of total sales are from independent stores. Given the impossibility of competing on equal terms with large retail chains with high budgets, they use digital tools, mainly in social networks, in order to be a recognized brand in the market (increased brand awareness) and attract customers. Among these are the comments of recommendation or eWOM and aspects of the Influencers such as the content generated and credibility, elements that should be exploited. The proper use of these tools has allowed the growth of several brands in the Peruvian market, reaching even more than one hundred thousand followers in their social networks and having some stores or presence in concept stores. It is important in the approach of the communication and marketing strategies of each brand to identify the most relevant components of each of the variables mentioned in order to obtain optimal results. Therefore, this research work seeks to relate aspects of influencers and eWOM with brand awareness. / Trabajo de investigación

Second Life, a 3-D virtual world, has evolved as a shopping channel for both consumers and retailers. This channel of retailing offers interactive environment, allows designing atmospherics, and provides enjoyable shopping experience as compared to website stores. The purpose of the study was: (1) to identify the key features of Second Life stores and (2) to determine the relationship of the Second Life store features with consumer purchase intentions. The online survey was administered in Second Life by an external research agency, and 249 usable surveys were collected. The data were analyzed utilizing factor analysis and regression. Three key features of Second Life stores were explored in this study. These three features were: (1) interactivity via the two components of two-way communication and active control, (2) store atmospherics, and (3) shopping enjoyment. Regression analysis showed that shopping enjoyment and two-way communication (i.e., the presence of an avatar sales representative) were significant predictors of purchase intention in Second Life stores, while active control and store atmospherics did not influence purchase intentions.

This master thesis deals with designing and implementing mobile application dedicated for Android smartphone devices. The application will help tourists in Bratislava to better navigate between main points of interest. An analysis of internal as well as external environment precedes the design process and builds a solid base of functional, cybersecure and graphic requirements to which the solution needs to adhere to.

The diploma thesis „The Benefits of Optimizing Inventory Management in Relation to the Installation“ streamlining the production process by optimizing the supply of production. The basis of this work is the analysis of the company with respect to supply the selected installation type. The work conatins a proposed solution, based on analysis of business results and theoretical knowledge.

The purpose of this thesis is to design and build mobile application for iPhone by Apple. Application is placed and sold in the online store App store. Work contains several marketing campaigns for sales support.

This diploma work analyses technology documentation, material manipulation, machines and manipulation devices in its first part. Aim of this analyse is detection present entire lacks of manipulation state. Diploma work suggests options of solution to determinate entire lacks of manipulation in its second part and elaboration of chosen option.