Personalisierung im Handel – mit zeitgemäßen E-Commerce-Konzepten Umsatz und Kundenwert steigern (Personalisation in Commerce – Increasing Sales and Customer Value with Contemporary E-Commerce Concepts)

Personalisation is an important competitive advantage in commerce. As such, this book shows how retailers can use modern e-commerce technology to create individually customised offerings and, in doing so, increase sales and customer value. Authors from the fields of research, consulting and practice explain the possibilities and impacts of personalisation and give an outlook on probably future developments, while case studies from well-known online retailers provide examples of best practice. Although the topic has already been widely discussed in the commercial world, there have – until now – been many unanswered questions, from conception and implementation to legal considerations. This book provides answers.

The content:

• The customer as a focus of the dialogue
• The maturity model for personalisation in e-commerce
• Personalised prices in commerce
• Making sure your personalisation practices are legally sound
• Personalisation via all digital touchpoints – a process model using otto.de as an example
• Case studies for ABOUT YOU, Babymarkt.de, Google, Design3000
• Data as a driver for business models

With contributing author Markus Fost

Personalisierung im Handel – mit zeitgemäßen E-Commerce-Konzepten Umsatz und Kundenwert steigern (Personalisation in Commerce – Increasing Sales and Customer Value with Contemporary E-Commerce Concepts)

Eva Stüber und Kai Hudetz

Springer Gabler Verlag

ISBN: 978-3658162436