Select an organisation(
I select “Nike” ) of your choice from ONE of the following sectors and
assess the extent to which the chosen organisation has developed an omnichannel approach in the context of the customer journey and experience:
a) The retail sector.
b) The financial services sector.
c) The tourism sector.
d) The capital equipment sector (e.g., machinery, trucks, elevators)
You are expected to engage with the relevant strands of academic literature and
material from the internet. Assess the current channel strategy used by the
organisation and provide recommendations if necessary to the current channel
strategy used to improve their customer journey and experience.
Guideline:
1. The assignment should be presented in the report format.
2. The word count is 2500 (+/- 10%)
3. You are expected to make full use of the electronic library services to access relevant academic
and industry-based articles and research. SUPrimo Library catalogue be can found here:
https://www.strath.ac.uk/professionalservices/library/
4. While there is no set number of total references that you should use, it is expected that you
would make use of minimum 15 peer-reviewed journal articles to develop your assignment
and your line of argument. The references need to be cited within your report/essay.
5. The report should include the following parts:
Executive summary, Introduction, Main
body (up to 4 subheadings within the main body of your report)
Conclusions, References
6. Please remember to use the Harvard Referencing System for both citations and reference list.
More information can be found here: https://guides.lib.strath.ac.uk/referencing_guide/harvar
I recommand this outlines as i agreed with the Prof:
exc summary, table of contents, introducation
introducation should inform the reader as to what the report will address.
Then you can move on to discuss omni channel different definitions and then omni channel in retailing.
then apply to your chosen company and critque.
profivde recommendations for improvemnt
Assignment
Outline: Nike’s Omnichannel Customer Journy and Experience
Introduction:
Briefly introduce Nike and its position in the athletic
apparel industry.
Highlight the importance of omnichannel strategies in
today’s retail landscape.
State the purpose of the assignment: to assess Nike’s
omnichannel approach and recommend improvements.
Literature Review:
Summarize key concepts of omnichannel retailing from
academic sources. This could include:
Customer journey mapping
Channel integration
Personalized experiences
Importance of data and analytics
Briefly discuss the benefits of a well-developed
omnichannel strategy (e.g., increased customer satisfaction, brand
loyalty, sales).
Body (up to 4 subs only)
Analysis of Nike’s Current Channel
Strategy:
Identify all channels Nike utilizes to reach customers
(website, app, social media, physical stores, partnerships).
Analyze how Nike integrates these channels throughout
the customer journey. Consider stages like:
Awareness & Inspiration (e.g., social media
marketing, influencer partnerships)
Research & Consideration (e.g., product
information on website, reviews)
Purchase & Fulfillment (e.g., online and in-store
options, click-and-collect)
Post-Purchase Engagement (e.g., loyalty programs,
personalized recommendations)
Use evidence from Nike’s website, apps, social media
presence, and relevant articles to support your analysis.
Evaluation and Recommendations:
Based on your analysis and the literature review,
evaluate the effectiveness of Nike’s current omnichannel approach.
Identify areas for improvement in the customer journey
across different channels.
Provide specific and actionable recommendations, such
as:
Enhancing the mobile app’s functionality
Personalizing product recommendations on the website
Improving in-store experiences with technology
integration (e.g., digital displays)
Leveraging social media for better customer engagement
Conclusion:
Summarize your key findings regarding the effectiveness
of Nike’s omnichannel strategy.
Reiterate the importance of a seamless customer journey
across all channels.
Briefly mention the potential impact of your
recommended improvements.
References:
Include a list of all academic sources and online
material used in your research.
Additional Tips:
Consider using visuals like flowcharts or diagrams to
illustrate the customer journey and channel integration.
Structure your analysis with clear headings and
subheadings for easier reading.
Maintain a professional tone and provide evidence to
support your claims.
By following this outline, you can
create a comprehensive and well-structured assignment that analyzes Nike’s
omnichannel strategy and offers valuable recommendations for improvement.
