• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Omnichannel Marketing for Digital Store

Student: Mariia Abashidze

Supervisor: Mikhail M. Komarov

Faculty: Graduate School of Business

Educational Programme: Electronic Business (Master)

Final Grade: 10

Year of Graduation: 2020

The emerging trend of e-commerce is spreading quickly around the world of business. It includes all scope of activities: education, medicine, tourism, entertainment and so on. With the growth of the Internet the concept of consumer behavior has changed. And now prospective clients are interested not only in quality and price of products, but they also pay attention to user-friendly search functions and quick delivery. Customer journey map becomes more integrative, that’s why large companies are beginning using appropriate of digital store. One of the new approaches of marketing and sales is the concept of omnichannel marketing. To date, in Russian scientific journals is presented very limited information about this concept, that’s why this study is based on foreign sources related to this theme. The main purpose of this paper is an exploration of the concept of omnichannel marketing for digital store. In this scientific research are considered different approaches to omnichannel marketing in e-business: ROPO (Research Online Purchase Offline) and omni ROPO, omnichannel customer journey map, analyses of existing element of digital store in the case of Leroy Merlin. In this study are used the following methods: secondary data analyses for Leroy Merlin, quantitative research method (online survey), method of quality improvement (using the House of Quality – the basic design tool of the management approach known as quality function deployment) and method of patterned interview. The result of this scientific research includes the list of recommendations for use of omnichannel marketing approach for digital store. Based on the results of the carried out researches, will be developed a number of omnichannel marketing principles for digital store.

Full text (added May 20, 2020)

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