Digital Wayfinding in Multichannel
Pirinen, Samuel (2015)
Pirinen, Samuel
Metropolia Ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505198812
https://urn.fi/URN:NBN:fi:amk-201505198812
Tiivistelmä
This study concentrates in building a digital wayfinding model for a multichannel environment. The study explores the building of the model through gaining understanding of multichannel design, wayfinding and customer steering in the channels.
This research conducts three discussions and observation to analyse the current state, the collected data is later analysed through qualitative methods.
The current state analysis examined the current solutions implemented by the case company and evaluated the individual approaches. Based on the evaluation, the study identified strengths as unambiguous, measurable, navigational and multichannel. Furthermore the study focused the best practice in wayfinding, multichannel concepts and customer steering and measurement.
Based on the above mentioned, the study suggests the case company actions on the identified issues. The recommendations are built for the model draft as effective wayfinding, creation of multichannel strategy and steering customers in multichannel environment.
The topics provided concrete actions for the case company. Found actions for the case company are to establish a multichannel strategy, determine the hierarchical division of the airport and measure the results.
This research conducts three discussions and observation to analyse the current state, the collected data is later analysed through qualitative methods.
The current state analysis examined the current solutions implemented by the case company and evaluated the individual approaches. Based on the evaluation, the study identified strengths as unambiguous, measurable, navigational and multichannel. Furthermore the study focused the best practice in wayfinding, multichannel concepts and customer steering and measurement.
Based on the above mentioned, the study suggests the case company actions on the identified issues. The recommendations are built for the model draft as effective wayfinding, creation of multichannel strategy and steering customers in multichannel environment.
The topics provided concrete actions for the case company. Found actions for the case company are to establish a multichannel strategy, determine the hierarchical division of the airport and measure the results.