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A case study with four German fashion retail brands was conducted in order to measure the performance of their Omnichannel services. In detail, their Click & Collect service was analyzed. Click & Collect is one of the first introduced Omnichannel services in fashion retailing. Omnichannel services integrate different sales and communication channels providing a seamless customer journey experience. Offline, online, and mobile app customer experiences should provide a seamless customer experience. Omnichannel performance of the four retailers Decathlon, Hunkemöller, Massimo Dutti and Galeria Kaufhof was measured via mystery shopping. A seamless customer journey experience is not yet a standard in German fashion retailing. The four companies differ in many process details. The biggest market potential and the recommendation for further research emerges in deficits of the offline store Omnichannel customer experience. Here, all four case companies have room to improve. Best overall results regarding the integration of offline, online and mobile shops were found with Hunkemöller, followed by Decathlon, Massimo Dutti, and Galeria Kaufhof.
Sole value – the sneaker resale market :
an explorative analysis of the sneaker resale market
(2018)
The purpose of this explorative research paper is to examine the sneaker resale market and its typical processes in order to give a comprehensive overview over the secondary market for limited edition sneakers. Hypotheses are presented that will be analysed with the empirical research methods of expert interviews and sales data analysis. Amongst other findings, this paper shows that there is a complementary relationship between sneaker brands and the resale market; that product limitation is essential for value increases; that collaborations are necessary for sneaker brands to be relevant on the resale market and that the market is very fragmented. All combined circumstances described in this paper explain the sneaker resale market and its processes. Additionally, some outlooks on the future will be given with the help of expert interviewees and current developments on the market will be discussed.
This paper investigates if food ^ retailing mobile applications from Germany, Austria, USA and the United Kingdom are meant to stay a marginal topic in grocery shopping, or if they have the potential to significantly shape the future of grocery retailing by serving as competitive advantages that can fulfil customer requirements and satisfaction. It has filtered out success factors in form of functions of grocery apps and it has extracted key competencies that can be used to create customer value. The Kano model can help selecting the right app functions. But, there are other prerequisites, like customers’ general attitude towards technology and their acceptance towards any kind of apps, that play an important role looking at the big picture of apps in grocery retailing. However, this paper has contributed one vital part of giving more importance to apps in grocery retailing in form of app functions that clearly deliver customer value. In short, apps that fit customers’ needs and that provide usability and convenience clearly have the potential to shape the future of grocery retailing - if key barriers towards app use are eliminated and if incentives are given that overcome scepticism.