Analýza návštěvnosti retailových obchodů se sportovním zbožím

The diploma thesis deals with the current trend of decreasing traffic in retail stores with sporting goods due to the increasing influenceof e-commerce. The increasing trend of online shopping isnot present only insporting industry, but it is evident inall industries. Thethesis is divided into three parts – theoretical, methodological and practical. The theoretical part defines the relevant terms thatare important in order to clarify the topic. Marketing strategy is described together with retail marketing, omnichannel marketing and also consumerbehavior of customers. At the end of this chapter adidasis introduced, which isthe theme of the practical partof this work. The methodological part describes the researchquestions and explains the selected research methods.Thepractical part deals with focus groups, which were organized with respondents who belong to the adidas targetgroup. The aimof thiswork isto findout howtoday'scustomers shop and howto convince them to shopagain in retailstores.Finally,the findings offocusgroups and secondary data analysis are summarized. At theend theauthor recommends adidas, whichactionstoimplement in the store and howto adjust the store toincrease satisfaction of customers.