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OE42: Literatuurstudie (Business Studies)
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By: mainovd13 • 2 year ago
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jesseoosterman
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OmnichannelOE42: Literatuurstudie
‘Van bedreiging naar kans’
Naam: Jesse Oosterman
Studentnummer: 615317
Klas: ROBSVT201
Opleiding: Business Studies VT
Datum: 26-5-2019
1
,Titelpagina
Student:
Jesse Oosterman 615317
OE42: Literatuurstudie
Business Studies Rotterdam
Klas BBS201
Beoordelaar:
Mw. T, Barchuk
Inleverdatum:
26 mei 2019
2
,Voorwoord
Dit literatuuronderzoek is gemaakt in opdracht van de opleiding Business Studies jaar 2 semester 2
en behoort tot OE42: Literatuurstudie. Het onderwerp voor dit onderzoek is Omnichannel en komt
voort uit mijn afstudeerrichting marketing waar mijn interesse ligt.
Ik kon mijzelf makkelijk motiveren voor dit onderzoek omdat het onderwerp dat ik heb gekozen in
mijn interessegebied ligt. Het is voor mij een erg leerzame ervaring geweest waarbij ik mij verdiept
heb in onderwerpen die mij aanspreken. Voor het onderzoek zijn veel externe bronnen gebruikt,
waarbij veel uitgewerkte theoretische stof naar voren zal komen.
Ik wil graag mijn begeleidster Tatiana Barchuk bedanken voor de tussentijdse feedback en voor de
ondersteuning tijdens het onderzoek.
Jesse Oosterman
Rotterdam, 14 april 2019
3
, Inhoud
Voorwoord.............................................................................................................................................3
Samenvatting..........................................................................................................................................6
Inleiding..................................................................................................................................................7
Plan van aanpak......................................................................................................................................8
Aanleiding...........................................................................................................................................8
Doelstelling.........................................................................................................................................8
Hoofdvraag.........................................................................................................................................8
Deelvragen.........................................................................................................................................8
Planning..............................................................................................................................................8
Methodologie.....................................................................................................................................8
Verantwoording expert voor interview..............................................................................................9
Verantwoording topics van vragenlijst...............................................................................................9
Zoekplan bronnen............................................................................................................................10
H1. De essentie van Omnichannel........................................................................................................12
1.1 De Channel evolutie....................................................................................................................13
1.2 De Customer Journey.................................................................................................................14
1.3 Marketingcommunicatie.............................................................................................................16
1.4 Conclusie....................................................................................................................................18
H2. Huidige trends in de Retail.............................................................................................................19
2.1 Veranderend koopgedrag...........................................................................................................19
2.2 Technologische ontwikkelingen..................................................................................................20
2.2.1 AI..........................................................................................................................................20
2.2.2 IBeacons...............................................................................................................................20
2.3 Content marketing......................................................................................................................21
2.4 Consumenten.............................................................................................................................22
2.4.1 Vergrijzing............................................................................................................................22
2.4.2 Consuminderen...................................................................................................................22
2.4.3 Privacy.................................................................................................................................23
2.5 Conclusie....................................................................................................................................23
H3. Omnichannel in de praktijk............................................................................................................24
3.1 Praktijkbevindingen....................................................................................................................24
3.2 Relatie met de literatuur............................................................................................................25
H4. Conclusie en visie...........................................................................................................................27
4.1 Conclusies...................................................................................................................................27
4
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