Handeln tillhör de branscher som förändrats i grunden av digitalisering och automatisering. Men frågan som Charlotte Arkenback ställer sig i en avhandling vid Göteborgs universitet är om transformationen varit till det bättre.
Digitalisering hindrar personliga kundmötet
Digitalisering
Digitaliseringen har drastiskt förändrat butikspersonalens arbete och kan bli ett hinder i mötet med kunderna. Tidigare har arbetet i stor utsträckning handlat om personlig dialog, medan fokus nu förflyttats till ny teknik som molntjänster och virtuell verklighet.

Ny teknik kan bli ett hinder för personliga kundmötet.
Foto: Stock Adobe.
Någonting är fel
Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.
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För att sätta sig in i konsekvenserna av dessa förändringar gjorde hon observationer och intervjuer på plats i butiker som ingår i nationella och internationella butikskedjor. De branscher hon undersökte var bland annat hemelektronik, mode, skor, sport, skönhet, smycken och inredning.
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