4 Empiri och analys
5.3 Förslag till framtida forskning
Gällande urvalet har studien samlat åtta respondenter med kunskap inom olika ämnen, där alla på något sätt berör The Lobby. Den insamlade empirin anser vi vara tillräckligt god för att skapa förståelse för The Lobby som marknadsplats. Däremot anser vi att det går att styrka studien ytterligare med fler respondenter som bidrar med kunskap inom fler ämnen, exempelvis flera utställande varumärken i andra branscher.
Forskarna i denna studie har valt att fokusera på varumärkets perspektiv, för att undersöka hur de verkande aktörerna inom detaljhandeln arbetar för att överleva konkurrensen mot e-handeln. Under studiens gång har flertalet respondenter förklarat vikten av att skapa en god kundupplevelse där socialisering är en primär del i helheten. Förslag på vidare forskning är att utgå för kundens perspektiv för att skapa djupare förståelse i vad den faktiska kunden önskar gällande upplevelser, socialisering och shopping i den fysiska butiken.
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Bilagor
Bilaga 1 - Intervjurespondenter
Benämning Företag Namn Arbetsroll Datum Intervju
Ägare / Grundare AMF Fastigheter Göran Swärdh Affärsutvecklare på AMF Fastigheter och Konceptansvarig för The Lobby 9 Maj 2019 Telefonintervju Samarbets- partner Slash.ten Niklas Wahlström Försäljnings- ansvarig 29 April 2019 Fysisk intervju Samarbets- partner Bas Id Lotta Thunberg Creative Director 30 April 2019 Fysisk intervju Samarbets- partner Deloitte Digital Fredrik Oscarson Partner 10 Maj 2019 Telefonintervju Tidigare Utställare Coatally Charlotte Grip Grundare och Vd 22 April 2019 Telefonintervju Tidigare Utställare Universal Music Daniel Persson Projektledare Njie House 26 April 2019 Fysisk intervju Tidigare Utställare IKEA Helena Rosenqvist Hallin Projektledare marknads- avdelning 29 April 2019 Skypeintervju Tidigare Utställare Lexus Anders Drakenberg Marknadschef Norden och Baltikum 30 April 2019 Telefonintervju