Consumers today are extremely disloyal, and their customer journeys are not easily mapped. This is a challenge
both for traditional physical stores and for web shops. It simply takes something extra to retain customers in the
shopping universe. Consumers today want to be met with unique shopping experiences both offline and online (PC,
tablet and mobile), and they expect the same high level of service everywhere, which places heavy demands on
the store’s service design. Each channel has its strengths and weaknesses – and their strengths really need further
strengthening to meet future requirements. The interplay between multiple channels allows new and engaging ways
of reaching consumers right where they are and through a channel, which they find credible and convenient.
The traditional view of the physical store and the web-shop as primarily being for the distribution of products no
longer hold. By integrating the offline and online universes, new experience-packed and value-adding shopping
environments can be developed, with an identity-creating and scene-setting store universe as a strong element for
strengthening relations with consumers. This creates a completely new situation for suppliers. Therefore, we will also
take a closer look at the impact, which this is having on the preceding links in the supply chain as regards logistics
and procurement.

The knowledge to develop and implement specific experience and valuecreating
elements in the physical and online store universe

The tools to develop a strategy and action plan for a given cross-channel sales channel,
including guidelines for the use of visual merchandising and space management.

Competences in how implement a generally planned service design and account
for the impact of this on the preceding links in the value chain.