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How can the omnichannel showroom retail model be employed in the small to mid-size business in the male Dutch Millennial apparel market?

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How can the omnichannel showroom retail model be employed in the small to mid-size business in the male Dutch Millennial apparel market?

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QUOTES “[…] the term ‘showrooming’ stands for a phenomenon in which consumers walk into a store and research a product before they buy it online at home. […] Webrooming is the process in which customers browse products online and purchase them in-store. […] A strategy that generated from developments such as webrooming and showrooming was the omnichannel brand strategy.” RESEARCH QUESTION How can the omnichannel showroom retail model be employed by small to mid-size business for the male Dutch millennial apparel market? SUB QUESTIONS SQ 1. What are the characteristics that differentiate the showroom retail model from other retail models? 1.1 How is the omnichannel business strategy employed in the showroom retail model? 1.2 How does the showroom retail model approach the logistics within the system? 1.3 What aspects define the in-store experience and the purpose of the showroom retail model? 1.4 What are the future trends within retail design that emerge from the development of the showroom concept? SQ 2. What is the current condition of the male apparel market in the Netherlands? 2.1 Is the apparel market in the Netherlands profitable and which trends are forecasted within this environment? 2.2 Who is the target group of the showroom retail model in the Netherlands? SQ 3. What affects the consumer decision-making style of the male millennial? 3.1 Which aspects drive millennials’ spending and preferences while purchasing apparel? 3.2 How could the customer journey for the male millennial be optimized?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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