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Abstract
Retailers have started to integrate their online and offline channels in order to increase revenue by creating a superior customer experience. However, they lack an instrument with which to identify the touchpoints that are most influential for customer decision making. Therefore, this study introduces a novel, multi-method approach that utilizes combined data-collection and data-analyses procedures that help retailers to identify and meaningfully cluster relevant touchpoints along the customer journey. Results indicate, among others, that retailers can benefit from abandoning the classic, within-company perspective and cluster their touchpoints according to the customers' perspective. Furthermore, our approach enables retailers to infer the most important sales-influencing touchpoints. Here, findings indicate that retailers should be selective in providing the right touchpoints for their customers, as some of them can have a direct or indirect negative impact on sales. Retailers can use these insights to support their touchpoint-selection and thus decision-making process through thought provoking impulses.
Originalsprache | Englisch |
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Seiten (von - bis) | 52-60 |
Seitenumfang | 9 |
Fachzeitschrift | Procedia Computer Science |
Jahrgang | 196 |
DOIs | |
Publikationsstatus | Veröffentlicht - 2021 |
Veranstaltung | 2021 International Conference on ENTERprise Information Systems, CENTERIS 2021 / ProjMAN 2021 - International Conference on Project MANagement / HCist 2021 and International Conference on Health and Social Care Information Systems and Technologies 2021 - Braga, Portugal Dauer: 13 Okt. 2021 → 15 Okt. 2021 |
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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 Sales-Influencing Touchpoints along the Omnichannel Customer Journey
Zimmermann, R. (Redner*in)
13 Okt. 2021 → 15 Okt. 2021Aktivität: Gespräch oder Vortrag › Vortrag