In recent years, many retailers started to adopt a digital retail strategy to increase their competitive power against e-commerce. To accomplish this goal, digital retailers use a growing number of online and offline touchpoints to provide their customers with a superior customer experience, hoping to increase their sales. However, no guidelines currently support digital retailers in the identification and evaluation of touchpoints, which possibly impact their sales. Thus, this cumulative dissertation uses a mixed-method approach to derive a conversion rate optimization framework, which allows digital retailers to use a 4-step process to create individual marketing action toolsets specifically designed to influence touchpoints that present a high value from a company, customer, and statistical perspective. Additionally, the framework is exemplified with the Austrian subsidiary of an international sports apparel and equipment retailer to showcase its first practical application. Results indicate that the derived framework can indeed be used to identify touchpoints, which are perceived as relevant for customer decision making from company and customer perspective, and additionally have a statistically measurable influence on sales.
|Original language||English (American)|
|Qualification||Dr. rer. soc. oec.|
|Award date||13 Sept 2022|
|Publication status||Published - 2022|