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master's thesis
Omnikanalna maloprodaja: integracija online i offline okruženja
Diplomski rad
2024. urn:nbn:hr:145:425528
Jezerčić, Natalija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Jezerčić, N. (2024). Omnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:425528

Jezerčić, Natalija. "Omnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:425528

Jezerčić, Natalija. "Omnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:425528

Jezerčić, N. (2024). 'Omnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:425528

Jezerčić N. Omnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 January 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:425528

N. Jezerčić, "Omnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:425528

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Metadata
TitleOmnikanalna maloprodaja: integracija online i offline okruženja : Diplomski rad
Title (english)Omnichannel Retailing: The Integration of the Online and Offline Environment : Graduate paper
AuthorNatalija Jezerčić
MentorJelena Franjković (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberJelena Franjković (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
U posljednjih nekoliko godina multikanalna maloprodaja postala je temelj iz kojeg je proizašao novi koncept koji integrira sve kanale, a poznatiji je kao omnikanalni pristup. Kombinacijom najboljih aspekata raznih fizičkih i digitalni prodajnih kanala stvara se jedinstveno iskustvo kupovine za potrošača. Osim toga, potrošači slobodno prelaze s jednog na drugi kanal, odnosno mogu započeti kupovinu u jednom kanalu, a završiti ju u drugom. Sve je više potrošača koji od trgovaca zahtijevaju upravo tu slobodu, stoga implementacija omnikanalne maloprodaje nije jednostavna. Trgovci na implementaciju kanala moraju gledati kao na komplementarnu povezanost svih kanala, a ne zasebno kao što je to slučaj u multikanalnoj maloprodaji. Potrebno je prilagoditi se tržištu i tehnološkom napretku te potrošačima pružiti nove integrirane kanale kako bi kupovali proizvode i usluge bez obzira na vrijeme ili lokaciju. Postoji niz mogućnosti, ali i izazova koje omnikanalna maloprodaja donosi, a s kojima se trgovci trebaju suočiti. Zahtjevi potrošača predstavljaju jedan od važnijih izazova u omnikanalnoj maloprodaji jer rastom digitalnih kanala ne napreduju samo trgovci, već i potrošači. Mijenjaju se trendovi njihovog ponašanja, a u radu se kroz primjer tvrtke IKEA želi analizirati njihova integracija kanala i načini zadovoljenja zahtjeva modernih potrošača. Omnikanalna maloprodaja ne odnosi se samo na povezanost različitih kanala, već i na prepoznavanje potreba potrošača koji očekuju dosljednost i jedinstveno iskustvo kupovine.
Abstract (english)
In the last few years, multichannel retailing has become the basis from which a new concept that integrates all channels has emerged, better known as the omnichannel approach. By combining the best aspects of various physical and digital sales channels, a unique shopping experience is created for the consumer. In addition, consumers can freely switch from one channel to another, i.e. they can start shopping in one channel and finish it in another. More and more consumers are demanding exactly this freedom from retailers, so the implementation of omnichannel retailing is not easy. Retailers must view channel implementation as a complementary connection of all channels, not separately as is the case in multi-channel retailing. It is necessary to adapt to the market and technological progress and provide consumers with new integrated channels to buy products and services regardless of time or location. There are a number of opportunities, as well as challenges, that omnichannel retailing brings, which retailers need to face. Consumer demands represent one of the most important challenges in omnichannel retailing, because with the growth of digital channels, not only retailers, but also consumers are progressing. The trends of their behaviour are changing, and the paper aims to analyse their channel integration and ways of meeting the demands of modern consumers through the example of the IKEA company. Omnichannel retail is not only about the connection of different channels, but also about recognizing the needs of consumers who expect consistency and a unique shopping experience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:425528
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Logistic management
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar / magistra ekonomije (sveučilišni magistar / magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-23 08:03:37