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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.
Originalsprache | Englisch |
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Titel | Proceedings der Community Tracks zur WI 2020 |
Herausgeber (Verlag) | GITO |
Seiten | 291-305 |
ISBN (Print) | 978-3-95545-336-7 |
Publikationsstatus | Veröffentlicht - 2020 |
Veranstaltung | 15. Internationale Tagung Wirtschaftsinformatik - Potsdam, Deutschland Dauer: 9 März 2020 → 11 März 2020 https://wi2020.de/de/start |
Konferenz
Konferenz | 15. Internationale Tagung Wirtschaftsinformatik |
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Land/Gebiet | Deutschland |
Ort | Potsdam |
Zeitraum | 09.03.2020 → 11.03.2020 |
Internetadresse |
Schlagwörter
- Touchpoints
- Digital Retail
- Data Saturation
- Customer Journey Mapping
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- 1 Abgeschlossen
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PERFORM - Pioneering the Digital Future for Omnichannel Retail Managers
Auinger, A. (Leitende(r) Forscher/-in), Stüger, A. (Weitere Forschende), Obermayr, M. (Weitere Forschende) & Zimmermann, R. (Weitere Forschende)
01.01.2018 → 31.12.2022
Projekt: Forschungsprojekt
Aktivitäten
- 1 Vortrag
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Identifying Brand-Owned Touchpoints Along the Digital Retail Customer Journey: A Practical Approach
Zimmermann, R. (Redner*in)
9 März 2020 → 11 März 2020Aktivität: Gespräch oder Vortrag › Vortrag