Creating meaningful interactions : The switch of focus between brands and consumers, CASE: Amer Sports Oy
Remes, Katja (2017)
Lataukset:
Remes, Katja
Yrkeshögskolan Arcada
2017
Creative Commons Attribution-NonCommercial 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201802122297
https://urn.fi/URN:NBN:fi:amk-201802122297
Tiivistelmä
This thesis aims to find far-reaching and tangible solutions in the fast evolving consumersphere in the world of sports apparel and gear retail. The technological achievements have put pressure for the companies to stay ahead of the market and provide services and products that meet with consumer expectations, let alone exceed them. In the same time the consumers are becoming more and more individual and knowledgeable, which reflects highly to the traditional compartmentalizing of target groups.
A big, rapid switch in the field of retail has been seen for the last decade, especially in a marketing and sales perspective. Competing with prices and products is becoming less relevant and digital abilities have become mandatory. Consumers are seeking experi-ences and value with their purchases, which creates demand for a new way of thinking on an organizational level. If companies pursue market leadership role, they need to put the consumer in the heart of all doing and seek to manage the interactions between brands and their potential shoppers.
Main point of the study was to research future generations and other potential markets for premium sports brand company Amer Sports Oy with an omni-channel mindset. The company goal for the thesis was to find functional answers to better manage the changes in the fast changing world of sports retail. The omni-channel point of view gave this thesis a naturally digital tone, which was found as an advantage in the data collection and analyzing part of the study. Researching human shopping behavior and trying to predict behavioral patterns needed an extensive background study in e.g. consumer psy-chology, changes in retail and even differences between genders when thinking about decision making processes. Ethnographical observation of digital communities proved to be the most beneficial way to gather data regarding to the research problem.
With this study it is possible to further investigate more deeply the topics that have been brought out in this writing. This study also assists towards possible future processes for the company to obtain their goals and gain some additional knowledge of the subjects of this research.
A big, rapid switch in the field of retail has been seen for the last decade, especially in a marketing and sales perspective. Competing with prices and products is becoming less relevant and digital abilities have become mandatory. Consumers are seeking experi-ences and value with their purchases, which creates demand for a new way of thinking on an organizational level. If companies pursue market leadership role, they need to put the consumer in the heart of all doing and seek to manage the interactions between brands and their potential shoppers.
Main point of the study was to research future generations and other potential markets for premium sports brand company Amer Sports Oy with an omni-channel mindset. The company goal for the thesis was to find functional answers to better manage the changes in the fast changing world of sports retail. The omni-channel point of view gave this thesis a naturally digital tone, which was found as an advantage in the data collection and analyzing part of the study. Researching human shopping behavior and trying to predict behavioral patterns needed an extensive background study in e.g. consumer psy-chology, changes in retail and even differences between genders when thinking about decision making processes. Ethnographical observation of digital communities proved to be the most beneficial way to gather data regarding to the research problem.
With this study it is possible to further investigate more deeply the topics that have been brought out in this writing. This study also assists towards possible future processes for the company to obtain their goals and gain some additional knowledge of the subjects of this research.