Abstract
A case study with four German fashion retail brands was conducted in order to measure the performance of their Omnichannel services. In detail, their Click & Collect service was analyzed. Click & Collect is one of the first introduced Omnichannel services in fashion retailing. Omnichannel services integrate different sales and communication channels providing a seamless customer journey experience. Offline, online, and mobile app customer experiences should provide a seamless customer experience. Omnichannel performance of the four retailers Decathlon , Hunkemöller, Massimo Dutti and Galeria Kaufhof was measured via mystery shopping . A seamless customer journey experience is not yet a standard in German fashion retailing . The four companies differ in many process details. The biggest market potential and the recommendation for further research emerges in deficits of the offline store Omnichannel customer experience. Here, all four case companies have room to improve. Best overall results regarding the integration of offline, online, and mobile shops were found with Hunkemöller, followed by Decathlon, Massimo Dutti , and Galeria Kaufhof .
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Bug, P., Gordon, N., Staudenmaier, AS. (2018). Fashion Business Case Study on the German Click & Collect Situation. In: Chow, PS., Chiu, CH., C. Y. Yip, A., K. Y. Tang, A. (eds) Contemporary Case Studies on Fashion Production, Marketing and Operations. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-10-7007-5_9
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