I NTRODUCT I ON
o u t l i n e
o f
s t u d y
Regarding the purpose of this study is to contribute to the exploration of previous aims and objectives stated earlier in the introduction.
The overall structure of the dissertation forms five chapters. The first chapter is an introductory section into the current statistics and
themes regarding the retail sector, also introducing the topic of omnichannel retailing. The second chapter, explores further analysis of
omnichannel retail, identifying the developments and effects on click and collect delivery. Further on in the chapter, it investigates the
use of omnichannel retail to enter new markets. Furthermore, chapter three highlights relevant case studies to support the research
of omnichannel retailing, and evaluates the success and problems encountered. The purpose of chapter four is to analyse consumer
behaviour of the emerging generations, to help correlate findings with omnichannel shopping. Finally, chapter five is to determine
what is next for the industry in terms of consumer evolution and technological advancements, in relation to omni retail. To conclude
the five chapters, an overview of findings from the study supported by primary data and secondary research, will be summarised to
determine the outcome of the dissertation. This will then be followed by recommendations for further research on the subject area.
a u d i e n c e
T his study formulates grounded research into the revolution of omnichannel retail. As the topic is a developing subject within
retail it may useful for the following audiences:
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Small Independent Retailers- To assist with understanding the term of omnichannel retailing and how they can
implement it into their business model to keep up with competing brands.
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Existing Retailers – To provide a useful insight into how to understand their customers’ needs and frustrations through
the use of omnichannel retail.
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Online Retailers – To offer awareness of how to reach new markets and to use omnichannel in a reverse method.
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Further Research – This study may be used to assist with further exploration of omnichannel retai l .
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