Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation

Elizaveta Makarova

Master's thesis

Anotácia:

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.

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.

Kľúčové slová

omnichannel strategy, SME, retail marketing, omnichannel retail, marketing automation

Keywords

retail marketing, marketing automation, omnichannel strategy, SME, omnichannel retail

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 11. 5. 2022

Obhajoba závěrečné práce

• Obhajoba proběhla 31. 5. 2022
• Vedúci: Martin Machek
• Oponent: Přemysl Průša

Vysoká škola ekonomická v Praze

Master programme:
International Management