IMPLEMENTATION OF MULTICHANNEL RETAILING FOR SLOVENIAN RETAILERS

Diplomsko delo obravnava večkanalno usklajeno prodajo, ki predstavlja centralno vodeno omrežje med seboj povezanih in usklajenih prodajnih kanalov, kot so klasična in spletna trgovina, elektronske cenovke, samopostrežna blagajna in kioski, družabna omrežja, pametni telefoni in vezane dejavnosti, kar omogoča samodejno posodabljanje informacij o prodajnih aktivnostih trgovca na vseh prodajnih kanalih hkrati. V prvem delu je opisan koncept večkanalno usklajene prodaje – kaj pomeni za trgovca in kaj za kupca, kaj so prodajni kanali in zakaj je usklajenost med njimi ključnega pomena. Temelji na analizi obstoječega stanja in podaja eno od možnih rešitev prenove celotnega sistema trgovca. Drugi del se osredotoča na dejansko uvedbo prodajnega kanala »elektronske cenovke« ponudnika ZBD Solutions. Opisan je celoten potek implementacije v eni izmed poslovalnic večjega slovenskega trgovca – kako je potekala, na kakšne težave smo naleteli in kako smo jih rešili. Obravnava tudi testno obdobje, na podlagi katerega se je naročnik odločil, da ne nadaljuje z uvajanjem tega prodajnega kanala.This thesis describes multi-channel retailing, a centrally managed network of connected retail channels, including retail stores, online stores, electronic shelf labels, self check-out, self service kiosks, social networks, smart phones and related businesses. It enables automatic updates of a retailer’s sales activities on all retail channels simultaneously. The first part of the thesis describes the concept of multi-channel retailing - what it means for the retailer and what it means for the customer. It describes retail channels and why the connection between them is so crucial. It is based on an analysis of the current situation and provides one of the possible solutions for upgrading a retailer’s entire system. The second part of the thesis focuses on an actual implementation of the retail channel »Electronic shelf labels« by ZBD Solutions. It describes the entire implementation procedure in one of the stores of a large Slovenian retail company – including the course of the implementation, what problems were encountered along the way, and the solutions to these problems. It also describes the test period, based on which the retailer decided not to continue implementing this retail channel