Activities per year
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.
|Number of pages||9|
|Journal||Procedia Computer Science|
|Publication status||Published - 2021|
|Event||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|
Duration: 13 Oct 2021 → 15 Oct 2021
- Customer Journey
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- 1 Oral presentation
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
Robert Zimmermann (Speaker)13 Oct 2021 → 15 Oct 2021
Activity: Talk or presentation › Oral presentation