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.

Syftet med denna studie har varit att undersöka hur företag samlar in och utnyttjar kundinformation mellan försäljningskanalerna. Men även att utreda motiven bakom att bli en multikanalåterförsäljare samt produkttypens roll i beslutet. En kvalitativ fallstudie med semistrukturerade intervjuer har tillämpats, där fyra företag och en expert deltagit. Studien har visat att information om kunden har varit värdefull och har använts emellan handelskanaler för att anpassa butikens sortimentsmix, skapa välgrundade kampanjer och styra kunder till butik. De mindre företagen, sett till omsättning, har haft mer användning av kundinformation vid beslutet att öppna fysiska butiker än de större. Motivationen bakom att bli multikanalhandlare har varit potentialen att nå fler kunder men även bättre kundfokus. Andra faktorer än produkttyp har varit av intresse för företagen vid öppnandet av de fysiska butikerna men arbetet med returer har visat att produkttyp kan spela roll. / The study investigates how companies gather and use customer information between sales channels. But it will also investigate the motive behind expanding to multichannel retailing and the role of the product type in that decision. A qualitative case study with semi structured interviews has been applied, were four companies and one expert has participated. The study has shown that data about the customer has been valuable and has been used between sales channels to adjust the stores product mix, create well-founded campaigns as well as directing customers to the stores. The smaller companies, in terms of turnover, used a greater amount of customer information in the decision of adding stores than the larger ones. The motivation behind going multichannel has been the potential of reaching more customers but also getting better customer focus. Other factors than product type has been of interest to the companies when the stores were added, but the work around product returns has shown that the product type can matter.