Customers' channel choices – How should retailers meet customer needs in digital channels?
The growth of e-commerce and changing customer behaviour involves a variety of challenges for retailers. In the project "Customers' channel choices", which was conducted from 2014 to 2016 and co-funded by The Swedish Retail and Wholesale Council, we studied consumers' buying behaviour in digital as well as traditional channels.
Researchers
- Professor Åsa Wallström, project manager
- Associate Professor Anne Engström
- Associate Professor Maria Ek Styvén
- Professor Esmail Salehi-Sangari, KTH
Reference group
Clas Ohlson
Coop
Elgiganten
Lindex
Testfreaks
Funding organisation
The Swedish Retail and Wholesale Council
About the project on Handelsrådet's website
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