The encouragement of governments to turn its systems toward cashless societies will likely lead to an emergence of new touristic experiences. The impacts of cashlessness will affect the creation of the purchasing experience in the tourist mind. Sweden is one of the fastest growing economies toward a cashless society, hence, this study will explore the tourist experience in a cashless society and its impacts on the tourist experience by applying hypothesis basing on rational choice theory. The study is based on a survey of data collected via on-site sampling during the Swedish Skiing games: Cross Country World Cup, that is held in Falun, Sweden between 15th-18th of March in 2018.

Sammanfattning Författare: Emma Sprigg och Sofia Reinhold Handledare: Patrik Gottfridsson Titel: Den sömlösa köpupplevelsen – En studie om integrerade köpkanaler ur ett företagsperspektiv Bakgrund och problem: Handeln har under de senare åren haft en snabb och stark utvecklingskurva. Utvecklingen har skapat en ny digital era som resulterat i nya köpbeteenden hos kunden samt fler möjliga kanaler för kunden att genomföra sina köp i. Som ett led i detta har omnikanaler introducerats som ett koncept på marknaden där kunden erbjuds en enhetlig och sömlös köpupplevelse oavsett val av kanal. Tidigare forskning belyser kundens perspektiv vid användning av olika kanaler men brister i att beskriva hur företag praktiserar konceptet. Intressant är därför att undersöka hur företag arbetar med integrering av köpkanaler och hur det kan bidra till en förbättrad köpupplevelse för kunden. Syfte: Syftet med studien är att förklara hur företag arbetar med integrerade köpkanaler för att skapa en förbättrad köpupplevelse. Metod: Studien genomfördes med hjälp av en kvalitativ undersökningsmetod med en fallstudiedesign. De företag som medverkar i studien är Eton, Ellos, Gina Tricot, Hemtex samt Hööks där respondenter från respektive företag intervjuats. Resultat och slutsats: Resultatet av vår studie visar att det finns en medvetenhet hos de undersökta företagen kring begreppet och konceptet omnikanalhandel, däremot visar studien att det saknas tillräcklig forskning och tydlig förklaring av konceptet för att företagen fullt ut ska kunna implementera det i sin strategi. Samtliga undersökta företag arbetar dock med integrering av köpkanaler men fokus ligger också i att utveckla framtida koncept och lösningar. Nyckelord: Köpkanaler, Omnikanaler, Affärskoncept, Kundupplevelse / Abstract Authors: Emma Sprigg and Sofia Reinhold Supervisor: Patrik Gottfridsson Title: The seamless purchase experience – A study on integrated purchasing channels from a business perspective Background and problem: During the last years the trade has gone through a fast and strong development. The development has created a new digital era which has resulted in new customer behaviours and more possible channels where customers can do their purchases. As part of this, omnichannels has been introduced on the market as a concept where the customer is offered a uniform and seamless purchase experience regardless of channel choice. Existing research focuses on the customer perspective in use of different channels but lacks in information on how companies practise the concept. It is therefore interesting to examine how companies works with integrated purchasing channels and how it can contribute to create an improved purchase experience. Purpose: The purpose of the study is to explain how companies work with integrated purchasing channels to create an improved purchase experience. Method: The study has been conducted using a qualitative method with a case study design. The companies participating in the study are Eton, Ellos, Gina Tricot, Hemtex and Hööks and interviews has been held with respondents from each companies. Result and contribution: The result of our study shows an awareness of the omnichannel concept among the investigated companies, however the study shows that there is insufficient research and distinct explanation of the concept to fully implement it in the companies strategy. Though, all of the examined companies work with integration of purchasing channels, but focus is also on developing future concepts and solutions Keywords: Purchasing Channels, Omnichannels, Business Concepts, Purchasing Experience

L'acte d'achat de produits monastiques est un moment de rencontre entre deux mondes que tout semble opposer : le monde monastique, silencieux et détaché des biens matériels, et le monde sécularisé de la consommation, bruyant et matérialiste. Notre recherche très contextualisée se place dans la perspective culturelle de la consommation. La problématique est centrée sur la compréhension de l'influence des contextes sur le contenu de l'expérience vécue par l'acheteur de produits monastiques alimentaires et cosmétiques. Notre recherche empirique, fondée sur une approche qualitative de nature ethnographique, est pratiquée en immersion dans le monde de l'économie monastique française. Nous interrogeons les acheteurs sur le sens qu'ils donnent à leur expérience d'achat de produits monastiques dans des magasins physiques d'abbayes, sur une galerie marchande virtuelle d'abbayes, et dans une enseigne physique laïque. Un premier palier de résultats apporte une compréhension contextualisée de l'écosystème monastique, et du contenu de l'expérience d'achat dans trois types de points de vente. Ils mettent notamment en lumière les liens étroits entre achat, don, plaisir et partage, ainsi que la dimension patrimoniale des produits. Un second palier de résultats moins contextualisés défend la thèse que le point de vente physique est un instrument de transfert de sens des contextes extérieurs vers le cœur de l'expérience. Nous mettons ainsi en lumière les limites du e-commerce pour les produits ancrés dans l'histoire et le territoire, et proposons aux décideurs des pistes d'adaptation pour les sites marchands. / The act of purchasing a monastic product is a situation when two apparently contradictory worlds come together: the monastic world, silent and detached from material goods, and the secular world of consumption, noisy and materialistic. Our research is highly contextualised and looks at consumption from a cultural perspective. The aim of this research is to understand in which way contexts influence the content of the experience when buying monastic food products and cosmetics. Our empirical research is qualitative, ethnographic in nature, and is carried out inside the world of the French monastic economy. We ask purchasers about the meaning they give to their experience of buying monastic products from abbey shops, from an abbeys' virtual marketplace, and from a secular branded outlet. The first-level results bring a contextualised understanding of the monastic ecosystem, and of the dimensions of the buying experience at the three types of shops. They particularly highlight the close links between purchasing, giving, enjoyment and sharing, and also the patrimonial aspect of these products. The second-level results are less contextualised and support the theory according to which the physical point of sale is the instrument through which the meaning of the external contexts is transferred into the heart of the experience. We are thus able to highlight the limitations of e-commerce for products that are deeply anchored in history and territory, and we advise decision-makers on how best to adapt their strategies for online channels.