Retailing and digitalization.

Abstract

My thesis has been organized into four chapters. Starting from a general point of view, chapter one is an analysis of retailing, its evolution and major changes during years. A special attention has also been dedicated to online and offline marketing strategies as well as the relationship between customers and retailing. Chapter two is then about digitalization in retailing and how companies are reacting to this phenomena with a particular focus on multichannel and Omnichannel strategies. Chapter three deals with the analysis of e-commerce, websites and multi-brand retailers, considering also the way apparel websites work and have been developed over time. Finally, chapter four focuses on the Non Solo Sport case study, its history, business model, marketing strategies, competitors, innovation policies and how they are dealing with digitalization. My thesis has mainly been a research work, supported by the company's team throughout the writing and elaboration process.