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This research aims to identify the role of the physical store within the high involvement products buying process in the context of an omnichannel customer journey. Furthermore, we aim to recreate an entirely new customer journey based on the importance of creating epic customer experiences, both in-store and online channels, by integrating an omnichannel strategy in the furniture industry.

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The initial part of this paper presents an overview of research conducted on switching costs and their implications. Different types of switching costs are identified and categorised according to available research and examples are given. Further, switching costs are with the help of previous research put in relation to various business actions we may encounter on an everyday basis and how they af

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The purpose of this thesis is to develop a theoretical framework that enables a company to design an appropriate channel strategy, to handle communication between the company and its end customers. Methodology: The approach for this master thesis can be described as a combination of an exploratory and problem solving study. It started with a literature study, and the knowledge and inspiration led