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How can a traditional retailer implement a cross-channel strategy? The case of Maniet Luxus

Derom, Sophie
(2017)

Files

Derom_39221500_2017.pdf
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  • Adobe PDF
  • 11.05 MB
Derom_39221500_2017_Annexe1.pdf
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  • Adobe PDF
  • 8.44 MB

Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The purpose of this study is to understand the challenges traditional retailers face in setting up an online sales channel and integrating this additional channel with their physical store network. The study focuses on the company Maniet Luxus, a Belgian store-based footwear retailer with approximately 30 stores in Belgium, which launched an e-commerce platform in 2014. The paper examines the performance of Maniet Luxus in the areas of e-service quality and cross-channel integration by comparing it to successful retailers in these areas.