Identifying Brand-Owned Touchpoints Along the Digital Retail Customer Journey: A Practical Approach

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

Abstract

Today’s brick-and-mortar retail is struggling to stay competitive when compared to e-commerce. However, with a new form of retail emerging, which makes use of modern day technology to drive sales and offers unique customer experiences, the playing field seems to level out. Nevertheless, in this so-called “digital retail”, the number of touchpoints customers can encounter is constantly increasing due to the connection of online and offline customer journeys. To make use of sales-enhancing touchpoints, retailers require a comprehensive overview of brand-owned touch-points along the digital retail customer journey, as these are the touchpoints retailers are able to influence. The authors propose an approach that uses focus groups in combination with the creative techniques World Café, Channel CARDS, instant polls, and instant word clouds to gain a comprehensive overview of brand-owned touchpoints along the digital retail customer journey.
OriginalspracheEnglisch
TitelProceedings der Community Tracks zur WI 2020
Herausgeber (Verlag)GITO
Seiten291-305
ISBN (Print)978-3-95545-336-7
PublikationsstatusVeröffentlicht - 2020
Veranstaltung15. Internationale Tagung Wirtschaftsinformatik - Potsdam, Deutschland
Dauer: 9 Mär 202011 Mär 2020
https://wi2020.de/de/start

Konferenz

Konferenz15. Internationale Tagung Wirtschaftsinformatik
Land/GebietDeutschland
OrtPotsdam
Zeitraum09.03.202011.03.2020
Internetadresse

Schlagwörter

  • Touchpoints
  • Digital Retail
  • Data Saturation
  • Customer Journey Mapping

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