Designing a multichannel shopping experience for Marimekko

Abstract

This thesis is commissioned by Marimekko, one of the leading fashion and lifestyle brands in Finland. The main objective of this thesis was to strengthen the commissioner’s marketing strategy and to create new ways to increase its multichannel nature. This is achieved by identifying the most efficient and beneficial means in order to combine “brick and click”, the offline and online shops.

The thesis consists of three main parts: the theoretical framework of the study, research of the subject, and the final strategy proposal for the commissioner. The first chapter of the thesis presents the commissioner and the research problem. It also introduces the fairly new concept of multichannel, and sums the main research questions as well as ways to meet the objectives. The second chapter forms a theoretical framework for the thesis and will go deeper to the theory behind multichannel retailing and marketing. In the third chapter, all the different ways of collecting information are shown, including designing new ideas as well as doing benchmarking. Also, the results of the research are presented. Lastly, the final chapter of the study will sum up the most crucial ideas for the commissioner. Those findings are presented as a multichannel strategy plan, by means of which the commissioner is able to maximize revenue, customer loyalty and the amount of new customer groups.