TY  - BOOK
U1  - Buch
A1  - Klede-Schnabel, Wanda
A1  - Bug, Peter
T1  - Breuninger card goes mobile – catching up with an omnichannel development : a case study
N2  - This case study of Breuninger aims to analyze how Breuninger adapts to the emerging omnichannel environment in fashion business. From a consumer’s perspective Breuninger and the general omnichannel strategy of Breuninger is explained, before the loyalty program of Breuninger is analyzed in detail. Key factors as the mobile app and the mobile Breuninger card, social media, direct mail and in-store capabilities are described. A discussion chapter finalizes the case.
KW  - Breuninger
KW  - omnichannel
KW  - mobile app
KW  - social media
KW  - direct mail
KW  - in-store
Y1  - 2016
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13759
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13759
SP  - 1
EP  - 31
S1  - 31
PB  - Hochschule Reutlingen
CY  - Reutlingen
ER  -