HCI in Omnichannel Commerce and Omnichannel Marketing
Sprache des Titels:
Englisch
Original Kurzfassung:
Living in the digital business era today, we are witnessing rapid social and technological developments in both omnichannel commerce and omnichannel marketing settings. For example, the retail sector is facing rapid changes in customer behavior paired with the utilization of new consumer devices (e.g., mobile devices, AR/VR/MR tools, conversational voice interfaces), accompanied by an increasing shift towards ubiquitous commerce and marketing interactions.
This shift affects both digital business managers and modern digitally enhanced consumers. Digital business managers, as well as systems engineers, are confronted with the challenges resulting from designing innovative consumer interfaces, digital marketing pathways, new customer touchpoints along with conversion optimization. However, consumers also demand to access different distribution channels by various, ubiquitously available interactive technologies independently from their current location. Such scenarios, in which the consumers switch, for example, between shopping online at home, via mobile interactive devices on the way, locally in a digitally enhanced brick-and-mortar store or even without any active interaction (automated) supported by technologies and concepts of the internet of things (IoT, e.g. intelligent refrigerator), are referred to as omnichannel commerce and marketing. Understanding consumer behavior and information needs on the one hand, but also relevant concepts, processes, and technologies on the other hand, are inevitable preconditions for designing and managing successful businesses in the context of omnichannel commerce and marketing.
Forschungs-