Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation
| Thesis title: | Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation |
|---|---|
| Author: | Makarova, Elizaveta |
| Thesis type: | Diploma thesis |
| Supervisor: | Machek, Martin |
| Opponents: | Průša, Přemysl |
| Thesis language: | English |
| Abstract: | This thesis aims to evaluate the level of implementation and awareness of omnichannel strategy and marketing automation among Czech SMEs. To address the research question, this study adopts a three-phased research design that consists of interviews with the industry experts, qualitative industry benchmarking, and a case study. Based on performed qualitative analysis and derived omnichannel scoring, this thesis concludes that Czech SME retailers can implement omnichannel strategy and leverage marketing automation tools for their customer journey optimization and defines limitations to achieving a fully integrated omnichannel experience. Lastly, the study suggests that Czech SMEs leverage mobile technologies and unify the customer experience across physical and digital marketing channels. |
| Keywords: | retail marketing; marketing automation; omnichannel strategy; SME; omnichannel retail |
| Thesis title: | Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation |
|---|---|
| Author: | Makarova, Elizaveta |
| Thesis type: | Diplomová práce |
| Supervisor: | Machek, Martin |
| Opponents: | Průša, Přemysl |
| Thesis language: | English |
| Abstract: | This thesis aims to evaluate the level of implementation and awareness of omnichannel strategy and marketing automation among Czech SMEs. To address the research question, this study adopts a three-phased research design that consists of interviews with the industry experts, qualitative industry benchmarking, and a case study. Based on performed qualitative analysis and derived omnichannel scoring, this thesis concludes that Czech SME retailers can implement omnichannel strategy and leverage marketing automation tools for their customer journey optimization and defines limitations to achieving a fully integrated omnichannel experience. Lastly, the study suggests that Czech SMEs leverage mobile technologies and unify the customer experience across physical and digital marketing channels. |
| Keywords: | omnichannel strategy; SME; retail marketing; omnichannel retail; marketing automation |
Information about study
| Study programme: | International Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 15. 12. 2021 |
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| Date of submission: | 11. 5. 2022 |
| Date of defense: | 31. 5. 2022 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/79095/podrobnosti |