Breuninger card goes mobile – catching up with an omnichannel development : a case study

  • 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.

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Name:Klede-Schnabel, Wanda; Bug, Peter
Publisher:Reutlingen University
Place of publication:Reutlingen
Document Type:Book
Year of Publication:2016
Tag:Breuninger; direct mail; in-store; mobile app; omnichannel; social media
First Page:1
Last Page:31
Dewey Decimal Classification:330 Wirtschaft
380 Handel, Kommunikation, Verkehr
Open Access:Ja
Licence (German):License Logo  Creative Commons - Namensnennung, nicht kommerziell, keine Bearbeitung