publication . Master thesis . 2013

Mobiladfærd i den danske detailhandel - Et speciale om smartphones rolle i cross channel

Berg, Lasse; Hansen, Kristian Bjerregaard; Skovgaard, Michelle;
Open Access Danish
  • Published: 01 Jan 2013
  • Country: Denmark
Cross channel interaction has become a must-have capability for the Danish retail industry due to a new group of empowered consumers, which expect a smooth interaction across retailer’s sales channels. In this regard the smartphone is seen as a sales channel, which can further integrate the in-line and on-line shopping channels. The cross channel development and the integration of the smartphone, does not seem to reflect the way Danish consumers expect to engage with the retailers nowadays. Our master thesis sets out to understand how consumers use their smartphones in the retail industry and how the industry can address this behaviour in their cross channel str...
free text keywords: Detailhandel, Smartphone, Luhmann, Cross channel
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