Mapping requirements for an online sales platform for Finlandia Hall Helsinki
Kuusela, Oskar (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120131291
https://urn.fi/URN:NBN:fi:amk-2025120131291
Tiivistelmä
This thesis examines the digital transformation of sales processes at Finlandia Hall, a major congress and event venue in Helsinki. The study focuses on as-sessing the need for a webshop platform and its potential role in improving operational efficiency and customer experience. The research aims to identify current challenges in the sales process, evaluate opportunities for self-service booking, and explore how marketing can support the adoption of digital channels.
A qualitative approach was applied through semi-structured interviews with four key internal stakeholders representing management, sales, marketing, and service operations. The theoretical framework combines perspectives on digital marketing, e-commerce for services, and online pricing strategies to contextualize the findings.
The results reveal significant limitations in the current fragmented digital ecosystem, including poor integration, lack of customer data utilization, and insufficient self-service capabilities. Stakeholders expressed a strong need for a unified, user-friendly webshop that supports real-time availability, dynamic pricing, and automated customer guidance. Marketing was identified as critical for driving traffic and ensuring conversion, but its effectiveness is currently hindered by system constraints.
The thesis concludes that implementing an integrated webshop platform is essential for Finlandia Hall’s future strategy. Recommendations include formalizing a digital roadmap, investing in a centralized system, and enhancing cross-functional collaboration. These measures would improve customer experience, reduce manual workload, and enable sustainable growth in digital sales.
A qualitative approach was applied through semi-structured interviews with four key internal stakeholders representing management, sales, marketing, and service operations. The theoretical framework combines perspectives on digital marketing, e-commerce for services, and online pricing strategies to contextualize the findings.
The results reveal significant limitations in the current fragmented digital ecosystem, including poor integration, lack of customer data utilization, and insufficient self-service capabilities. Stakeholders expressed a strong need for a unified, user-friendly webshop that supports real-time availability, dynamic pricing, and automated customer guidance. Marketing was identified as critical for driving traffic and ensuring conversion, but its effectiveness is currently hindered by system constraints.
The thesis concludes that implementing an integrated webshop platform is essential for Finlandia Hall’s future strategy. Recommendations include formalizing a digital roadmap, investing in a centralized system, and enhancing cross-functional collaboration. These measures would improve customer experience, reduce manual workload, and enable sustainable growth in digital sales.