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How can Kit & Kaboodal develop their e-commerce strategy in order to increase their online sales to women from Generation X in the UK market?

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How can Kit & Kaboodal develop their e-commerce strategy in order to increase their online sales to women from Generation X in the UK market?

Rechten:

Samenvatting

QUOTE “Generation X includes women born from 1960-1980 and is the generation that experienced com¬puters and the internet after they had already started working. […] This is also a generation that has very mixed computer ability in the UK and I would like to investigate what brands can do to improve their sales to such a mixed group of people.” RESEARCH QUESTION What are the barriers that women of generation X experience in regard to shopping for fashion online? SUB QUESTIONS 1. What do existing studies and analysis say about barriers for computer use and shopping online for women of this generation? 2. What do women from generation X feel is stopping them from shopping online? 3. To what extent can the barriers that women of Generation X experience be overcoming in regard to shopping online? REPORT STRUCTURE /1. Barriers to Shopping Online: 1.1 generational issues. - 1.2 learning barriers. - 1.3 security. - 1.4 payment. - 1.5 size and fit. - 1.6 returns. - 1.7 website. - /2. Models: 2.1 technology acceptance model. - 2.2 decision making process model. - 2.3 retail formula. - 2.4 after purchase decision. - /3. Conclusion MARKETING PLAN FOR KIT & KABOODAL The aims of this plan are as follows: gain more organic traffic that converts to direct sales; gain more unique visits via paid traffic; simplify returns processes; build customer database.

Toon meer
OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelor
TaalEngels

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