Experiences from transactions: the future of traditional retail stores
Authors
Lipka, Anna
Wiards, Foelke Johanna
Markgraf, Romy
Zukowski, Viktoria Friederike
Sonde, Temitope Oluwadamilare
Issue Date
2024
Degree
Publisher
Dublin Business School
Rights holder
Rights
Abstract
Due to the COVID-19 pandemic, online shopping has become increasingly important and seems to gradually replace retail stores. Therefore, this project aims to answer questions regarding the sustainability of retail stores by analyzing consumer behavior trends and market dynamics. This project employs a mixed-methods approach to achieve its research objectives. This approach combines qualitative and quantitative methods, which involves using various data collection and analysis techniques. The hypothesis that online shopping poses a significant threat to traditional retail stores is only partially supported, as most participants remain favoring physical stores. However, there is a recommendation for offline stores to expand online due to increasing competition and shifting market dynamics.
To conclude, online shopping will continue to grow in popularity. However, retail stores can remain relevant by improving their online presence and creating a unique, multi-sensory shopping experience. Given that this Capstone project is a relatively short analysis of a complex topic, further research is required to include other online and in-store shopping categories, such as groceries or furniture.