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master's thesis
OMNIKANALNA MALOPRODAJA
Diplomski rad
2023. urn:nbn:hr:145:866706
Butor, Doris
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Butor, D. (2023). OMNIKANALNA MALOPRODAJA : 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:145:866706

Butor, Doris. "OMNIKANALNA MALOPRODAJA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:866706

Butor, Doris. "OMNIKANALNA MALOPRODAJA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:866706

Butor, D. (2023). 'OMNIKANALNA MALOPRODAJA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:866706

Butor D. OMNIKANALNA MALOPRODAJA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:866706

D. Butor, "OMNIKANALNA MALOPRODAJA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:866706

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Metadata
TitleOMNIKANALNA MALOPRODAJA : Diplomski rad
Title (english)OMNICHANNEL RETAILING : Graduate paper
AuthorDoris Butor
MentorJelena Franjković (mentor)
Committee memberAna Pap Vorkapić (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 country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Digitalno doba sa sobom nosi mnoštvo prednosti i prilika. Jedna od njih je i rast e-trgovine i online narudžbi. S druge strane, to direktno utječe na stvaranje pritiska tradicionalnim trgovcima. Digitalno doba vrlo je užurbano i brzo se mijenja, a maloprodaja kao takva usko je vezana uz tehnološke trendove. Trgovci, stoga, pod pritiskom trendova mijenjaju svoje dosadašnje poslovanje i okreću se digitalizaciji. Jedan od novijih trendova su omnikanali, odnosno omnikanalni pristup maloprodaji.... More Omnikanalna maloprodaja povezuje i integrira sve kanale putem kojih trgovac komunicira s kupcima, bez obzira na to jesu li online ili offline. Kupci danas su sve zahtjevniji; traže personalizirani pristup, brzu kupovinu, dostavu, žele biti cijenjeni u svakoj interakciji s trgovcem, a ukoliko nisu zadovoljni brzo odlaze dalje i teško stvaraju lojalnost. Upravo zato cilj svakog trgovca je na što bolji način ugoditi svojim kupcima kako bi oni bili zadovoljni i postali lojalni. Povezivanjem kanala stvara se jedinstveno, integrirano i personalizirano iskustvo za kupca koje je u direktnoj vezi s osjećajem zadovoljstva i stvaranjem lojalnosti prema brandu i trgovcu. S druge strane, implementacija omnikanalne strategije nije ni brza ni jednostavna, ali onima koji opstanu pruža mnoštvo prednosti. Navest će se također i izazovi i prednosti te razlozi zašto uvesti omnikanalni pristup. Ovaj rad bavi se problematikom omnikanala koji će biti istraženi teorijski kroz dostupnu suvremenu literaturu te praktično, kroz prikaz situacije na hrvatskom tržištu i primjera uspješnog trgovca iz prakse. Less
Abstract (english)
The digital age brings with it a multitude of advantages and opportunities. One of them is the growth of e-commerce and online orders. On the other hand, this directly impacts the pressure on traditional retailers. The digital age is highly dynamic and fast-changing, and retail, as an industry, is closely tied to technological trends. Consequently, retailers, under the pressure of these trends, are adapting to their traditional business models and turning towards digitalization. One of the... More more recent trends is omnichannel, more specifically, an omnichannel approach to retail. Omnichannel retailing connects and integrates all channels through which a retailer communicates with customers, whether online or offline. Customers today are increasingly demanding; they seek a personalized approach, fast shopping, and delivery, and they want to feel appreciated in every interaction with the retailer. If they feel dissatisfied, they quickly move on, making it challenging to build loyalty. That is precisely why the goal of every retailer is to please their customers in the best possible way so that they are satisfied and become loyal. By connecting the channels, a unique, integrated, and personalized experience is created for the customer, which is directly related to the feeling of satisfaction and the creation of loyalty towards the brand and the retailer. Furthermore, implementing an omnichannel strategy is neither quick nor simple, but for those who persist, it offers numerous advantages. Challenges, advantages and reasons for adopting an omnichannel approach will also be presented. This paper delves into the intricacies of omnichannel, which will be explored theoretically, through available contemporary literature, and practically, through the presentation of the situation on the Croatian market and the example of a successful retailer from practice. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:866706
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 on2023-11-20 18:47:21
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