A multi-method qualitative research utilising case study strategy was adopted. An extensive literature review was conducted from which a conceptual framework ensued. It explores the merging of three key dimensions in creating an integrated experience – physical store variables, advanced technologies implementation and consumer attitudes and motivations. ![]() ![]() more Abstract: This paper examines the effective integration of online within the offline physical store in one holistic shopping experience in the fashion field. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than l.Ībstract: This paper examines the effective integration of online within the offline physical sto. A total of 11 semi-structured interviews were conducted within Germany and the UK.FindingsFindings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. ![]() more PurposeThe purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.Design/methodology/approachThis exploratory study includes three industry case studies, triangulated with external observers. PurposeThe purpose of this paper is to identify if and how the see-now-buy-now model impacts the.
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