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Omnichannel has become a central part of future retailing and is expected to be implemented by multiple brands. Omnichannel is an extension of multichannel enquiring complete integration between channels. As customers’ demands changes and demonstrate switching of brands, maintaining loyal customers’ in the evolving retail market with unlimited options is a continuous challenge. There are indicators of omnichannel retailing increasing customer satisfaction but there is no research investigating how it could affect brand loyalty, either through attitudinal loyalty, behavioural loyalty or a combination of both. This research aims to explore how implications of omnichannel retailing could facilitate the demanded satisfactory shopping experience and lead to embarked brand loyalty. A qualitative method was chosen to explore this phenomenon by using primary, secondary data and conducting of in-depth interviews. The results shows that omnichannel is an significant factor facilitating a satisfactory shopping experience, in turn inflicting attitudinal loyalty, but there were vague signs of behavioural loyalty. Thus, omnichannel was not considered the main factor affecting brand loyalty due to lack of expressed commitment to repurchase, hence omnishoppers rarely surpasses the step of satisfaction to fully becoming brand loyal.

Purpose: In the past two decades, shopping online has grown at a rapid pace, and it had a significant impact on every player in the retail industry from a small retailer to large retail chains. The retailers were forced to redefine the way they operate by managing various channels to reach their consumers. This study explores the obstacles that small retailers are facing while transitioning to omnichannel retailing and identify the capabilities required to overcome the obstacles. Main research questions: 1. What market pressures do small retailers experience with the change in consumer shopping behavior? 2. What are the obstacles that small retailers face while transitioning into omnichannel retailing? 3. Which capabilities assist the small retailers in overcoming the obstacles that they are facing while transitioning into omnichannel retailing? Methodology: This thesis has conducted multiple case studies. In the study, eight small retailers located in Uppsala and Stockholm are the main research participants. After reviewing the relevant literature and collecting empirical data via interviews, we categorized the findings into different themes. And analyzed the empirical findings by using the dynamic capability framework. Findings: The findings from the study reveal that retailers encountered challenges associated with managing channel integration, lack of availability of resources, and skills necessary for transforming into omnichannel retailing, which aligns with findings from the literature. In addition to that, the study found obstacles that small retailers have abundant responsibilities within their small organization. They perceive low returns on technology investments and have complications associated with it. Furthermore, small retailers have limited knowledge of the use of advanced technologies.

For a retailer, who has a close and everyday contact with its customers, understanding the customers can be of benefit if they know how to use the information in the right way. One way of using the customer is to integrate customers when developing new services, to enhance the possibility of the new service gaining market acceptance. Customer insight, Omnichannel retailing and Big Data are areas that recently have caught the interest of retailers. The latter two are of interest as these provide retailers with better possibilities of gaining customer insight, by taking the opportunities to observe the customers’ virtual footsteps to a whole new level. This thesis is a study made with the market research company Nepa as employer of the thesis, in order to develop their B2B offer with end-customer integration. Why and how customers are integrated were further studied through the frame of reference. The factors that were chosen to describe from a theoretical standpoint how customers can be integrated were type of integration, role of the customer, type of customer and timing of the integration. The underlying factors that were chosen to answer why retailers choose different alternatives among the above mentioned factors were market orientation, service/goods dominant logic, environmental uncertainty and market maturity. The study was made with a qualitative, positivistic approach using a collective case study. The case study is a good way to be able to answer both how and why-questions and was therefore chosen as method. By investigating multiple cases and performing a cross case analysis the authors were able to draw more generalizable conclusions. Five retailers took part in the study and for each of these a developed service was chosen as case for investigation. By doing low structured interviews using a method called story-telling, the authors let the respondents from each company speak freely about the chosen case, and that information could then be analyzed. The conclusions of the study concern the different ways retailers choose to integrate customers and the reasons they do it in different ways. A company’s market orientation affects if and what type of customer integration is used in the idea-generating phases. The degree of market orientation also affects the amount of occasions and what type of customer integration is used in the execution-oriented phases. Retailers’ turbulent technology environment has influenced their general perception of risk and the risk of unacceptance with the specific project. This results in that a company can initially integrate customers proactively to let them guide the company or the company can consider customer integration to be secondary. Retailers generally are guided by a goods dominant logic which leads to them not choosing to integrate the customers in active roles in the innovation process. Instead, the retailers combine different integration techniques to gain some of the advantages that active customer could have brought. This is also connected to the retailers wanting to get quickly through the early phases of the process and instead use agile development after the launch of the service. The retailers do not choose different types of customers for integration, but the combination of integration techniques can still provide them with some of the characteristics of the more knowledgeable customer.

Digital advances and consumers' buying behaviors disrupt the retail industry demanding more seamless experiences during their buys. In response, retailers are adopting an omnichannel retailing strategy (OCR), which is the integration of retailers' physical and digital channels. However, OCR is a premature concept, and there is still a lack of research in the subject, which limits the guidance for its practical application. Thus, there is still the need to understand the subject.  For OCR managers, it is necessary to understand the main challenges in order to orchestrate it better. Therefore, this research undertakes the task to study the factors that challenge OCR's orchestration, from a managerial perspective. The research departs from primary and secondary data that was later categorized according to its main factor and incorporated into an existing analytical framework of OCR. The findings indicate three main challenge groups that could hinder an orchestrator's impact on the organization. Those are particular capabilities for the OCR, the integration of channels, and technology and data leverage. / Los avances digitales y los comportamientos de compra de los consumidores perturban la industria minorista demandando experiencias más fluidas durante sus compras. En respuesta, las empresas están adoptando una estrategia de omnicanal (OCR – omnichannel retailing), que es la integración de los canales físicos y digitales de los minoristas. Sin embargo, OCR es un concepto prematuro, y todavía hay una falta de investigación en el tema, lo que limita la guía para su aplicación práctica. Por lo tanto, todavía existe la necesidad de comprender el tema.  Para los gerentes de OCR es importante comprender los principales desafíos para una mejor organización. Por lo tanto, esta investigación emprende la tarea de estudiar los factores que desafían la orquestación del omnicanal de minoristas (OCR), desde una perspectiva gerencial. La investigación parte de datos primarios y secundarios que luego se categorizaron según su factor principal y se incorporaron a un marco analítico existente de OCR. Los resultados indican tres grupos principales de desafíos que podrían dificultar el impacto de un orquestador en la organización. Esos son las capacidades particulares para el OCR, la integración de canales, y el apalancamiento de tecnología y datos.

The need for fast, flexible, and sustainable deliveries has become a key priority for companies as customers demand more convenience in their purchasing experience. Retailers have responded by developing their logistics into an omnichannel to meet these expectations, which has made the supply chain more complex. The following study has been conducted at The Company, a telecommunication company aiming to be competitive in the market with fast deliveries through its omnichannel. In 2015, The Company set the logistics vision of “Availability as The Competitive Advantage”, aiming for 15-minute deliveries of all physical products in Sweden. This study involved investigating the logistical consequences of realising 15-minute deliveries in an omnichannel company. Therefore, the purpose of this study was formulated: “The purpose is to investigate the logistical consequences for The Company if the logistics vision of 15-minute deliveries is realised.” Since The Company cannot provide 15-minute deliveries today, local inventory points must be added to the underlying warehouse structure, acting simultaneously as storage points and parcel boxes. Firstly, the study involved creating scenarios for The Company where the customer can reach any local inventory point within 15 minutes by bicycle. Four scenarios were designed realising 15-minute deliveries in Sweden, Östergötland County, Jönköping County, and Stockholm respectively. For all four scenarios the number of local inventory points, central- and satellite warehouses, stores, replenishment- and distribution flows were decided by semi-structured interviews with The Company. Furthermore, investigating the logistical consequences involved two supply chain business processes connected to demand and supply: the demand management- and order fulfilment process. The included activities in the demand management process were Plan Forecast, Collect Data, Forecast, Synchronization and Communication of Forecast, Measure Performance. In the order fulfilment process, activities included were Defining Requirements, Evaluation of Logistics Network, Order Fulfilment Plan, Process Order, Pick and Pack Order, and Transport and Delivery. 12 respondents from The Company were interviewed to analyse the current activities and the required activities in the four scenarios. The logistical consequences to bridge the gaps were found and investigated. In the two processes investigated, 14 logistical consequences were found, seven in the demand management process and seven in the order fulfilment process. The study’s result indicates that rapid deliveries imply the same logistical consequences regardless of geographical area and the number of local inventory points for The Company. Covering Sweden implies bigger gaps and consequences than solely covering a big city. Many of the logistical consequences address similar gaps and logistical consequences resulting in the two processes interfacing. Consequently, the logistical consequences were divided into three main categories: system, strategic, and operational. Despite the difference between the four scenarios, many of the respondents have expressed the challenging future ahead by offering 15-minute deliveries. To fulfil the logistics vision The Company must focus on the logistical consequences identified in this study. It will require major significant changes in The Company’s logistics system adding stores. However, the focus of the study lied in understanding the requirements of the demand management and order fulfilment processes within the designed scenarios. Moreover, The Company is recommended to prioritize these consequences and then actively address them.

The retail industry has faced many developments over recent decades as a result of digitalisation including the E-commerce and multichannel retailing phases. Consumers have seen the progression of new and digitised channels as well as solutions such as marketplaces, social media touchpoint and augmented reality tools. During the Covid-19 pandemic more consumers engaged on digital channels as the physical bricks and mortar stores were forced into lockdowns. However, the customer experience has not been seamless even in the era of digital retailing. Retailers have also experienced emerging dilemmas as a result of digitalisation. Despite the decades of retail digitalisation, the customer experience and industry remain somewhat tumultuous. Digitalisation has produced positive developments in retail. In parallel it has been challenged to adapt to the changes. The multichannel era has created a disjointed value chain and infrastructure that is impacting the customer experience. Furthermore, consumer behaviour has also changed. The current objective in the industry is to meet the new customer demands. To make it seamless for them, but also for the industry. This concept is omnichannel retailing - the current transformation objective in the industry. It remains novel and emerging. Many have started the transformation and evident in literature. However, this research domain remains minute in comparison to the knowledge in the E-commerce and multichannel domains. Those who have entered the journey are larger organisations and are experiencing the complexity of this digital transformation. This poses the question if  omnichannel transformation of small retail businesses is plausible, which also happens to represent the majority of the industry.  This qualitative case study’s objective is to gather and contribute to the limited knowledge in omnichannel retailing, and specifically for small business retailers. The business model concept and Complex Adaptive Systems theory, both associated to digitalisation of complex change has been combined as an omnichannel theoretical framework to assess the participants of this study. This study gathered empirical findings on business model changes and adaptive capabilities through in-depth interviews. The findings demonstrated small business retailers having the capacity to execute complex changes in their business models through adaptive behaviours. The study also highlighted areas in their business models and adaptive capabilities needing more consideration and development to support the ongoing omnichannel transformation.