How can German Fashion Retailers Improve their Consumer Service to Meet the Ever More Demanding Consumer`s Expectations in the Digital age?

Klar, Juliane (2020) How can German Fashion Retailers Improve their Consumer Service to Meet the Ever More Demanding Consumer`s Expectations in the Digital age? Masters thesis, Griffith College.

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Abstract

This dissertation outlines the problems and change of the German fashion retailers. Therefore, the digitalization is necessary for retailers to survive. However, they have difficulties to implement it in the right way. Moreover, the consumer shopping behaviour is different before and after the Covid 19 lockdown. Therefore, the retailers need to reach the target groups with the right service activities. However, the literature does not indicate which target group prefers which service activity, so that every fashion retailer can know how to satisfy the customer needs. This alludes to the objective of this study to optimize the service in German fashion retailers with the right Omni channel activities and effective instore technologies by focusing on the shopping behaviour before and after Covid 19 of the different target groups and types of retailers. The theoretical background refers to the literature in the fields of consumer behaviour, consumer service, Omni channel, instore technologies and Covid 19. The conceptual framework, which is based on the literature, focuses on the influence of Covid 19 on the consumer shopping behaviour. Moreover, the influence of the target groups on the Omni channel as well as instore technologies to optimize the service is mentioned. The findings are based on the literature review and a quantitative survey of 385 German consumer. The survey was analysed with cross tables and the Anova to find out the statistically significance between the target groups. Therefore, the likelihood of each target group according to different instore technologies and Omni channel activities for German fashion retailers were the new findings. In more detail it can be said that the e- coupons, self-checkouts and digital loyalty cards are the only technologies that the different target groups of the German fashion consumer like. The findings of the shopping behaviour before and after Covid 19 alludes to the point that Omni channel activities are more important since more people buy online and the majority like to buy offline and online. The different Omni channel activities as information search, inspiration search, delivery options between offline and online channels were tested to find out which target group likes, which options. Finally, retailers can use these findings to implement new technologies and reach each target groups in the right way.

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