TY  - BOOK
U1  - Buch
A1  - Hopf, Valerie
A1  - Koch, Julia
A1  - Bug, Peter
T1  - Omnichannel index of fashion and lifestyle retailers from a customers’ perspective : indexing COS, Levi’s, Hugo Boss, and Pull&Bear
N2  - There is no doubt that the amplification of channel integration towards an omni-channel structure is a powerful idea whose time has finally come. The digitally cross-linked world postulates all-encompassing, ubiquitous, and unobtrusive future services. In the concomitant, increasingly competitive market, retailers are starting to lay the foundation for omnichannel, meeting the expectations of a digitally cunning audience wanting their shopping experience to be as seamless and uncomplicated as possible. Nevertheless, recent researches show that there are still enough avenues for further research on omnichannel. Until now, the performance of companies was solely considered by experts from a suppliers’ point of view. It would be rather interesting to find out whether the desire to meet the increased cus-tomer expectations is also recognized by the customers themselves. This paper seeks to answering how the purchasing behavior has changed and what customers demand. In addition, it elaborates the opportunities that are promoted by omni-channel. Searching out all the effects, the paper will get to a final step, where it can be attested how the omnichannel performance of fashion and lifestyle retailers can be measured from a consumers’ perspective by developing an exclusive index. The study is confined to four fashion and lifestyle retailers: Hugo Boss AG, Levi Strauss & Co, Pull and Bear as well as COS. Using the scientific method of mystery shopping and a multi-item checklist including 54 key performance indicators, the paper aims to examine to which extend the four selected retailers provide a seamless customer journey, according to the five decision-making phases.
KW  - omnichannel index
KW  - COS
KW  - Levi’s
KW  - Hugo Boss
KW  - Pull&Bear
Y1  - 2017
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13727
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13727
SP  - 1
EP  - 52
S1  - 52
PB  - Hochschule Reutlingen
CY  - Reutlingen
ER  -