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

Robert Zimmermann; and Andreas Auinger

						@Select Types{,
							 
							 
							 
							 
							 
							Journal   = "Band-2",
							 Title= "Identifying Brand-Owned Touchpoints Along the Digital Retail Customer Journey – A Practical Approach", 
							Author= "Robert Zimmermann, and Andreas Auinger", 
							Doi= "https://doi.org/10.30844/wi_2020_y2-zimmermann", 
							 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.

", 
							 Keywords= "Touchpoints, Digital retail, Data saturation, Customer journey mapping.", 
							}

Robert Zimmermann, and Andreas Auinger: Identifying Brand-Owned Touchpoints Along the Digital Retail Customer Journey – A Practical Approach. Online: https://doi.org/10.30844/wi_2020_y2-zimmermann (Abgerufen 21.11.24)

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.

Referenzen

1. Wolf, R.: Here’s which brick-and-mortar retailers are getting hit the hardest, https://www.businessinsider.com/brick-and-mortar-retailers-getting-hit-the-hardest-2018- 5?IR=T (Accessed: 22.12.2019)
2. US Census Bureau: Department store sales (excluding leased departments) in the United States from 1992 to 2016 (in billion U.S. dollars), https://www.statista.com/statistics/197712/annual-department-store-sales-in-the-us-since- 1992/ (Accessed: 22.12.2019)
3. ICSC: Sales growth of department stores in Western Europe from 2012 to 2017, by country, https://www.statista.com/statistics/911107/department-store-sales-growthwestern- europe/ (Accessed: 22.12.2019)
4. Statista: eCommerce – worldwide | Statista Market Forecast, https://www.statista.com/outlook/243/100/ecommerce/worldwide?currency=eur (Accessed: 22.12.2019)
5. Eriksson, N., Rosenbröijer, C.-J., Fagerstrøm, A.: Smartphones as decision support in retail stores – The role of product category and gender. Procedia Computer Science 138, 508–515 (2018)
6. Inman, J.J., Nikolova, H.: Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns. Journal of Retailing 93, 7–28 (2017)
7. Bradley, J., Macaulay, J., O’Connell, K., Delaney, K., Pinto, A. and Barbier, J.: Winning the New Digital Consumer with Hyper-Relevance. In Retail, Insight Is Currency and Context Is King, https://www.startitup.sk/wp-content/uploads/2015/11/ioe-retailwhitepaper. pdf (Accessed: 24.11.2018)
8. Vuckovac, D., Fritzen, P., Fuchs, K., Ilic, A.: From Shopping Aids to Fully Autonomous Mobile Self-checkouts – A Field Study in Retail. Wirtschaftsinformatik 2017 Proceedings, 927–941 (2017)
9. Zimmermann, R., Auinger, A., Riedl, R.: Smartphones as an Opportunity to Increase Sales in Brick-and-Mortar Stores: Identifying Sales Influencers Based on a Literature Review. In: Nah, F.F.-H., Siau, K. (eds.) HCI in Business, Government and Organizations. eCommerce and Consumer Behavior, 11588, pp. 82–98. Springer International Publishing, Cham (2019)
10. Lemon, K.N., Verhoef, P.C.: Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing 80, 69–96 (2016)
11. Rosenbaum, M.S., Otalora, M.L., Ramírez, G.C.: How to create a realistic customer journey map. Business Horizons 60, 143–150 (2017)
12. Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartlam, B., Burroughs, H., Jinks, C.: Saturation in qualitative research: exploring its conceptualization and operationalization. Quality & quantity 52, 1893–1907 (2018)
13. Berendes, C.I., Bartelheimer, C., Betzing, J.H., Beverungen, D.: Data-driven Customer Journey Mapping in Local High Streets: A Domain-specific Modeling Language. ICIS Proceedings (2018)
14. OMG: About the Business Process Model And Notation Specification Version 2.0, https://www.omg.org/spec/BPMN/2.0 (Accessed: 04.10.2019)
15. Bitner, M.J., Ostrom, A.L., Morgan, F.N.: Service Blueprinting: A Practical Technique for Service Innovation. California Management Review 50, 66–94 (2008)
16. Patrício, L., Fisk, R.P., Falcão e Cunha, J., Constantine, L.: Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting. Journal of Service Research 14, 180–200 (2011)
17. Teixeira, J., Patrício, L., Nunes, N.J., Nóbrega, L., Fisk, R.P., Constantine, L.: Customer experience modeling: from customer experience to service design. Journal of Service Management 23, 362–376 (2012)
18. Haugstveit, I.M., Halvorsrud, R., Karahasanović, A.: Supporting redesign of C2C services through customer journey mapping
19. Kreutzer, R.T.: Toolbox für Marketing und Management. Kreativkonzepte – Analysewerkzeuge – Prognoseinstrumente. Springer Fachmedien Wiesbaden; Imprint Springer Gabler, Wiesbaden (2018)
20. Pruitt, J., Adlin, T.: The persona lifecycle. Keeping people in mind throughout product design / by John S. Pruitt, Tamara Adlin. Elsevier : Morgan Kaufmann Publishers, Amsterdam, Boston (2006)
21. McCay, A.: How to Create a Persona in 7 Steps – A Guide with Examples, https://uxpressia.com/blog/how-to-create-persona-guide-examples (Accessed: 04.10.2019)
22. Louis Grenier: How to create a simple, accurate user persona in 4 steps without leaving your desk [template + example], https://www.hotjar.com/blog/user-personas/ (Accessed:
22.12.2019)
23. UXplannet.org: How to create Personas, a step by step guide., https://uxplanet.org/how-tocreate- personas-step-by-step-guide-303d7b0d81b4 (Accessed: 22.12.2019)
24. Brown, J., Isaacs, D.: Das World Café. Kreative Zukunftsgestaltung in Organisationen und Gesellschaft. Auer, Heidelberg (2007)
25. Stary, C., Maroscher, M., Stary, E.: Wissensmanagement in der Praxis. Methoden, Werkzeuge, Beispiele. Hanser, München (2013)
26. Carter, E., Swedeen, B., Walter, M.C.M., Moss, C.K.: “I Don’t Have to Do This by Myself?” Parent-Led Community Conversations to Promote Inclusion. Research and Practice for Persons with Severe Disabilities 37, 9–23 (2012)
27. Fouché, C., Light, G.: An Invitation to Dialogue. Qualitative Social Work 10, 28–48 (2011)
28. Hodgkinson, G.P., Whittington, R., Johnson, G., Schwarz, M.: The Role of Strategy Workshops in Strategy Development Processes: Formality, Communication, Co-ordination and Inclusion. Long Range Planning 39, 479–496 (2006)
29. Johnson, G., Prashantham, S., Floyd, S.W., Bourque, N.: The Ritualization of Strategy Workshops. Organization Studies 31, 1589–1618 (2010)
30. Chang, W.-L., Chen, S.-T.: The impact of World Café on entrepreneurial strategic planning capability. Journal of Business Research 68, 1283–1290 (2015)
31. Stewart, D.W., Shamdasani, P.N., Rook, D.W.: Focus groups. Theory and practice / David W. Stewart, Prem N. Shamdasani, Dennis W. Rook. SAGE, Thousand Oaks, Calif., London (2006)
32. Morgan, D.L., Krueger, R.A.: Focus group kit. Sage Publ, Thousand Oaks, Calif. (1998)
33. Sultan, A.J.: Orchestrating service brand touchpoints and the effects on relational outcomes. Journal of Services Marketing 32, 777–788 (2018)
34. Cohen, J.: A Coefficient of Agreement for Nominal Scales. Educational and Psychological Measurement 20, 37–46 (1960)
35. foryouandyourcustomers.com: ChannelCARDS for Your Multichannel Business – foryouandyourcustomers, https://foryouandyourcustomers.com/magazine/channelcards/?lang=en (Accessed:
28.12.2019)
36. service-innovation.org: Service Innovation » Blog Archive » New version of the Touchpoint cards, http://www.service-innovation.org/new-version-of-the-touch-point-cards/ (Accessed: 21.12.2019)
37. Mentimeter.com: Create Live Word Clouds, https://www.mentimeter.com/features/wordcloud (Accessed: 22.12.2019)
38. Mentimeter.com: Everything you need for interactive presentations, https://www.mentimeter.com/features (Accessed: 22.12.2019)
39. DirectPoll.com: DirectPoll | Instant Polling & Real-Time Visualization, https://directpoll.com/ (Accessed: 21.12.2019)
40. Polleverywhere.com: Live interactive audience participation, https://www.polleverywhere.com/ (Accessed: 21.12.2019)
41. Mentimeter.com: Create interactive presentations, workshops, and meetings, https://www.mentimeter.com/ (Accessed: 28.12.2019)
42. Halvorsrud, R., Haugstveit, M.I., Lee, E., Følstad, A. (eds.): Components of a Visual Language for Service Design (2014)

Search

Outline

Gliederung

Abstract

Abstract

Keywords

Schlüsselwörter

References

Referenzen

Most viewed articles

Meist angesehene Beiträge

Search