Oxford University Press - Online Resource Centres

Baines, Fill, & Rosengren: Marketing 4e

Chapter 14: Marketing Case Insight 14.1: Åhléns

We talk to Lotta Bjurhult, Business Developer Retail Operations at Sweden's largest department store chain, Åhléns, to find out what it takes to add an online channel to an existing network of department stores.

Åhléns is Sweden's leading department store chain. You could say that we hold a position similar to John Lewis in the UK or Karstadt in Germany. As shopper behaviour is turning increasingly digital established retailers have to adapt their channel strategies.

View transcript