Designing of omnichannel system of interaction with customer

Student: Volodin Arseniy

Educational Programme: Retail Management (Master)

Year of Graduation: 2019

Market research shows that customers appreciate the integrated, omnichannel presence of the retailer and respond to a higher level of brand loyalty, a larger amount of average bill and the frequency of purchases. This master's thesis identifies and fully substantiates the practical problem of transition to the omnichannel ecosystem of the studied company, and also develops a comprehensive project to solve it. The study suggests conceptual approaches to retailer ecosystem change based on omnichanality. A comprehensive system for assessing the need for changes in the retailer's ecosystem for the transition from multi-channel to omnichannel is designed. The work contains a detailed justification of the developed design solutions, the ways and stages of the implementation of this project and information on the implementation of the author's proposals in the organization that served as the object of study.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses