Developing an Omnichannel Marketing Strategy for local store : Case company: Twins Mobile and Computer Center, A local store in Nepal
Maharjan, Sriti (2026)
2026
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https://urn.fi/URN:NBN:fi:amk-202604085805
https://urn.fi/URN:NBN:fi:amk-202604085805
Tiivistelmä
The thesis explores the development of an omnichannel marketing strategy for the local retail store, Twins Mobile and Computer Center, in Nepal. The objective of the thesis is to understand the company's situation and customers’ expectations, challenges, and recommendations for implementing an omnichannel approach, and to apply these insights to drive sales and enhance customer satisfaction.
The study uses a mixed-method approach, combining qualitative and quantitative data collection methods. The qualitative data collection method includes an interview with the owner. The customer survey included both open-ended and closed-ended questions, yielding both qualitative and quantitative data. The qualitative data were analyzed using themes that helped identify key patterns and describe them without overlooking the responses. The quantitative data were analyzed using pie charts and bar graphs, expressed as percentages. The key theories were omnichannel marketing approach, customer-centricity, and strategic marketing frameworks such as SOSTAC and the service marketing mix 7Ps.
The findings indicate that customers are satisfied with the store's performance, and most show strong interest in adopting an omnichannel approach. They recommend combining online and physical services to enhance the overall customer experience. Furthermore, customers provided valuable feedback that can support the store's continuous development and improvement. The recommendations include improving in-store experience, enhancing digital communication, improving service operations, and integrating online and offline operations effectively.
Although the online channels make the purchasing process more convenient, the traditional in-store channel remains the core of the business. Customers who are less comfortable with adopting digital methods prefer to discuss their issues face-to-face. Customers get genuine advice on purchasing new gadgets and guidance on how to care for them. Therefore, it was observed that it is very crucial for the case company to optimize and enhance both the online and in-store customer experience to meet diverse customer needs.
The study uses a mixed-method approach, combining qualitative and quantitative data collection methods. The qualitative data collection method includes an interview with the owner. The customer survey included both open-ended and closed-ended questions, yielding both qualitative and quantitative data. The qualitative data were analyzed using themes that helped identify key patterns and describe them without overlooking the responses. The quantitative data were analyzed using pie charts and bar graphs, expressed as percentages. The key theories were omnichannel marketing approach, customer-centricity, and strategic marketing frameworks such as SOSTAC and the service marketing mix 7Ps.
The findings indicate that customers are satisfied with the store's performance, and most show strong interest in adopting an omnichannel approach. They recommend combining online and physical services to enhance the overall customer experience. Furthermore, customers provided valuable feedback that can support the store's continuous development and improvement. The recommendations include improving in-store experience, enhancing digital communication, improving service operations, and integrating online and offline operations effectively.
Although the online channels make the purchasing process more convenient, the traditional in-store channel remains the core of the business. Customers who are less comfortable with adopting digital methods prefer to discuss their issues face-to-face. Customers get genuine advice on purchasing new gadgets and guidance on how to care for them. Therefore, it was observed that it is very crucial for the case company to optimize and enhance both the online and in-store customer experience to meet diverse customer needs.