Hur kan fysiska butiker undvika en butiksdöd? : En kvalitativ studie om hur fysiska butiker upplever att internet ochden digitala utvecklingen påverkar butiken samt hur nätbutiker arbetar med internetmarknadsföring ; A qualitative study on how physical stores experience that the internet and the digital development has affected the store and how online stores work with internet marketing

The internet has provided an easier way to trade goods and services through online stores. As an effect of internet and e-commerce, companies restructure the trade from the physical store to online store. This affects the physical stores because most things become more easily accessible by the internet, as a result, customers buy goods online instead of going to the actual store. The purpose of the study is to find out how the physical stores experience that the internet has affected their store and how online stores work with internet marketing. A SWOT analysis of the companies has been done to see any connections between the companies' strengths, weaknesses, threats, opportunities, and the perception of the impact of the internet. This to be able to analyze these against each other and find similarities in the companies. The study is a qualitative study with empirical data collected through interviews. The study's empirical data is based on interviews with three physical stores and two online stores, all of which are active in retail. The result of the study shows that the physical stores have experienced that they have been affected by the internet to varying degrees. The SWOT analysis that was done showed that the perceived strengths, weaknesses, opportunities, and threats revolved mostly around digitization. Furthermore, the empirical evidence also suggests that online stores have adopted social media to a large extent for their marketing. ; Internet har möjliggjort ett enklare sätt att handla varor och tjänster via nätbutiker vilket har resulterat i att företag omstrukturerar sin handel från fysisk butik till nätbutik. Detta påverkar de fysiska butikerna eftersom de flesta saker blir mer lättillgängliga via internet, vilket resulterar i att kunderna köper varor online istället för att besöka den fysiska butiken. Syftet med studien är att ta reda på hur de fysiska butikerna upplever att internet har påverkat deras butik och hur nätbutiker arbetar med deras internetmarknadsföring. En SWOT-analys av företagen ...