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Vom E-Commerce lernen. RFID und Smartphone als Konversionsoptimierer im stationären Modehandel

Vom E-Commerce lernen. RFID und Smartphone als Konversionsoptimierer im stationären Modehandel

          
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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule der Medien Stuttgart (Fakultät Electronic Media), Sprache: Deutsch, Abstract: Aufbauend auf dem Konzept der Personalisierung und der individuellen Kundenansprache im E-Commerce, verfolgte diese Arbeit das Ziel, die Vorteile einer personalisierten Kundenansprache im Rahmen eines praxisnahen Konzepts für den stationären Modehandel nutzbar zu machen. Dabei wurde untersucht, wie sich durch die intelligente Verknüpfung der RFID-Technologie, Smartphones und Empfehlungsalgorithmen eine automatisierte Personalisierung zur Konversionssteigerung während des Einkaufsvorgangs im stationären Geschäft realisieren lässt. Neben einer Untersuchung der Wirkung von Personalisierung auf die Konversionsrate und einer Betrachtung der Treiber von Personalisierung im E-Commerce, erfolgte eine Potenzialanalyse der RFID-Technologie sowie von Smartphones. Dabei konnte gezeigt werden, dass sich die RFID-Technologie durch Anbringung von RFID-Tags zur Erfassung des Kundenverhaltens einsetzen lässt. Die RFID-Tags funktionieren dabei ähnlich den Page-Tags (Cookies) im Online-Handel. Zudem wurde das Smartphone als ständiger Begleiter und Bindeglied zwischen der Online und der Offlinewelt identifiziert. Mit Hilfe der darauf aufbauenden quantitativen Online-Befragung konnten signifikante Zusammenhänge zwischen der Smartphone-Marke und ihren Nutzern im Hinblick auf ihre Ausgabe- und Zahlungsbereitschaft, sowie ihr Einkaufsverhalten in Bezug auf Bekleidung, festgestellt werden. Dabei zeigten sich eindeutige Korrelationen zwischen der Smartphone-Marke und dem Einkaufsverhalten von Smartphone-Nutzern in Bezug auf Bekleidung. Es stellte sich u.a. heraus, dass das Smartphone einen Indikator für die Höhe der jährlichen Ausgaben sowie die Zahlungsbereitschaft (ZB) für Bekleidung eines Smartphone-Nutzers darstellt. Apple-Nutzer korrelierten dabei mit den höchsten und LG-Nutzer mit den niedrigste


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Product Details
  • ISBN-13: 9783656871330
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 128
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656871337
  • Publisher Date: 08 Jan 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 177 gr


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Vom E-Commerce lernen. RFID und Smartphone als Konversionsoptimierer im stationären Modehandel
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