Strategija vse-kanalnega marketinga v trgovini na drobno

Kramberger, Pija

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Title:	Strategija vse-kanalnega marketinga v trgovini na drobno
Authors:	ID Kramberger, Pija (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Kramberger_Pija_2026.pdf (1,72 MB) MD5: F182CAA5C34EC1CF3A329B66567DAB66
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrska naloga obravnava vse-kanalni marketing kot enega ključnih razvojnih trendov sodobnega trženja in analizira njegov pomen ter vpliv na trgovino na drobno. V ospredju raziskave je sodobni potrošnik, ki uporablja več različnih komunikacijskih in prodajnih kanalov hkrati ter pričakuje dosledno, prilagojeno in neprekinjeno uporabniško izkušnjo ne glede na to, kje in kako pride v stik z blagovno znamko. Zaradi hitrega tehnološkega napredka in digitalizacije vsakdanjega življenja se potrošniške navade nenehno spreminjajo, kar podjetja v maloprodaji postavlja pred potrebo po celostni, povezani in strateško usklajeni prisotnosti na različnih kanalih. Vse-kanalni marketing presega zgolj prisotnost podjetja na več prodajnih kanalih, saj temelji na njihovi integraciji in sinhronizaciji z vidika uporabniške izkušnje. Naloga podrobno pojasnjuje razliko med več-kanalnim in vse-kanalnim pristopom ter izpostavlja, da je osrednja prednost vse-kanalne strategije prav v povezovanju kanalov, ki potrošniku omogoča nemoteno prehajanje med njimi skozi celotno nakupno pot. Potrošnik lahko nakupno pot začne na enem kanalu in jo nadaljuje ali zaključi na drugem, pri čemer ohranja občutek povezanosti, prilagojenosti in nadzora nad lastno izkušnjo. Teoretični del naloge poudarja, da vse-kanalnost ni omejena zgolj na trženjske aktivnosti, temveč posega tudi v operativne, logistične, organizacijske in tehnološke procese podjetja. Uspešna implementacija zahteva učinkovito integracijo podatkovnih sistemov, usklajeno interno komunikacijo, prilagoditev organizacijske kulture ter ustrezno digitalno zrelost zaposlenih. Posebna pozornost je namenjena vlogi sodobnih tehnologij, kot so sistemi CRM, umetna inteligenca, avtomatizacija trženja, mobilne aplikacije ter rešitve razširjene in navidezne resničnosti, ki podjetjem omogočajo boljše razumevanje vedenja potrošnikov, personalizacijo ponudbe in proaktivno oblikovanje uporabniške izkušnje. Pomemben del naloge je namenjen tudi vlogi mobilnih tehnologij in družbenih omrežij v vse-kanalni maloprodaji. Mobilne rešitve omogočajo dostopnost kadarkoli in kjerkoli, kar potrošnikom daje večjo svobodo in občutek nadzora, medtem ko družbena omrežja in socialna trgovina omogočajo dvosmerno, interaktivno komunikacijo ter pomembno vplivajo na nakupne odločitve. Empirični del magistrske naloge temelji na anketni raziskavi med potrošniki in analizira njihovo zaznavanje vse-kanalnega pristopa. Rezultati raziskave kažejo, da potrošniki vse-kanalne strategije povezujejo z večjo zaznano vrednostjo blagovne znamke, višjo stopnjo zadovoljstva ter večjo lojalnostjo. Kot ključne dejavnike uspešne vse-kanalne izkušnje izpostavljajo personalizacijo, enostavno navigacijo med kanali, hitrost in natančnost informacij ter učinkovito komunikacijo z blagovno znamko. Naloga hkrati opozarja na izzive, s katerimi se podjetja srečujejo pri uvajanju vse-kanalnega marketinga, kot so visoki začetni stroški, zahtevna tehnološka integracija in potreba po reorganizaciji notranjih procesov. Kljub tem izzivom vse-kanalni marketing predstavlja pomemben strateški in poslovni pristop, ki podjetjem v trgovini na drobno omogoča prilagajanje zahtevam sodobnega potrošnika ter ustvarjanje dolgoročne konkurenčne prednosti v dinamičnem tržnem okolju.
Keywords:	vse-kanalni marketing, več-kanalni marketing, trgovina na drobno, uporabniška izkušnja, digitalna transformacija, mobilne tehnologije, družbena omrežja.
Place of publishing:	Maribor
Publisher:	P. Kramberger]
Year of publishing:	2025
PID:	20.500.12556/DKUM-96254
UDC:	339.138:004
COBISS.SI-ID:	271428611
Publication date in DKUM:	27.03.2026
Views:	191
Downloads:	78
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	12.12.2025

Secondary language

Language:	English
Title:	Omni-Channel marketing strategy in retailing
Abstract:	The master's thesis deals with omnichannel marketing as one of the key development trends in modern marketing and analyzes its significance and impact on retail. The focus of the research is on the modern consumer, who uses several different communication and sales channels simultaneously and expects a consistent, customized and continuous user experience regardless of where and how he comes into contact with the brand. Due to rapid technological progress and the digitalization of everyday life, consumer habits are constantly changing, which places the need for companies in retail to have a comprehensive, connected and strategically coordinated presence on different channels. Omnichannel marketing goes beyond the mere presence of a company on multiple sales channels, as it is based on their integration and synchronization from the perspective of user experience. The thesis explains in detail the difference between the multichannel and omnichannel approach and highlights that the central advantage of the omnichannel strategy lies precisely in the connection of channels, which allows the consumer to smoothly transition between them throughout the entire purchasing journey. The consumer can start the purchase journey on one channel and continue or end it on another, while maintaining a sense of connection, customization and control over their own experience. The theoretical part of the thesis emphasizes that omnichannel is not limited to marketing activities, but also affects the operational, logistical, organizational and technological processes of the company. Successful implementation requires effective integration of data systems, coordinated internal communication, adaptation of organizational culture and appropriate digital maturity of employees. Special attention is paid to the role of modern technologies, such as CRM systems, artificial intelligence, marketing automation, mobile applications and augmented and virtual reality solutions, which enable companies to better understand consumer behavior, personalize the offer and proactively design the user experience. An important part of the thesis is also dedicated to the role of mobile technologies and social networks in omnichannel retail. Mobile solutions enable accessibility anytime and anywhere, which gives consumers greater freedom and a sense of control, while social networks and social commerce enable two-way, interactive communication and significantly influence purchasing decisions. The empirical part of the master's thesis is based on a survey among consumers and analyzes their perception of the omnichannel approach. The results of the study show that consumers associate omnichannel strategies with greater perceived brand value, higher satisfaction levels, and greater loyalty. They highlight personalization, easy navigation between channels, speed and accuracy of information, and effective communication with the brand as key factors for successful omnichannel experiences. The thesis also draws attention to the challenges that companies face when implementing omnichannel marketing, such as high initial costs, demanding technological integration, and the need to reorganize internal processes. Despite these challenges, omnichannel marketing represents an important strategic and business approach that allows retail companies to adapt to the demands of the modern consumer and create long-term competitive advantage in a dynamic market environment.
Keywords:	omnichannel marketing, multichannel marketing, retail, user experience, digital transformation, mobile technologies, social networks.

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