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Long description: Thematisch geht es beim Thema Touchpoint Management in den letzten Jahren nicht deutlich genug voran. Doch im Zeitalter von CSR und durch das sich ändernde Nutzerverhalten durch Corona, kommt es mehr denn je auf die richtige Umsetzung an.Der 3. Band der Touchpoint-Management-Reihe fühlt den Praktikern auf den Zahn und spürt auf, wo die entscheidenden Stellschrauben für erfolgreiches TPM liegen. Dabei legt er aber auch einen Finger in die Wunde und untersucht, warum viele Ansätze auch scheitern.Einen Überblick über die Buchreihe Touchpoint-Management erhalten Sie unter shop.haufe.de/touchpoint-management Biographical note: Bernhard Keller Bernhard Keller ist Sozialwissenschaftler und enthusiastischer Marketingforscher. Für ihn stand schon immer der Mensch im Mittelpunkt der Forschung – als Wähler, als Kunde und als engagierter Bürger.Die Praxis der Meinungs- und Marktforschung hat er bereits im Studium in wissenschaftlichen Forschungsgruppen kennengelernt (u.a. European Election Study, Forschungsgruppe Wahlen e.V.). Nach seinem Studium war er in verschiedenen Positionen an den Universitäten Mannheim, Waterloo (Kanada) und Augsburg tätig, bevor er in die kommerzielle Marktforschung (u. a. GfK-Gruppe, Emnid, TNS Infratest, MaritzCX) wechselte. Seit nunmehr 30 Jahren schreibt und spricht er zu Themen mit dem Menschen und Kunden im Fokus. Cirk Sören Ott Cirk Sören Ott (46) ist Vorstand bei der Gruppe Nymphenburg Consult AG, München, ein profiliertes Marktforschungs- und Beratungsunternehmen in der Marketing-Hirnforschung (Neuromarketing) und darüber hinaus Pionier und Vordenker in der psychologischen POS- und Shopper-Forschung. Ott hat 20 Jahre Marktforschungs- und Beratungserfahrung und ist Experte auf den Gebieten der Konsumgüter- und Handelsforschung. Seine Arbeitsschwer-punkte legt er auf das (veränderte) Multi-Channel-Kauf-/Kundenverhalten, das Touchpoint-Management, den Einsatz von Neuromarketing am POS und neueste Entwicklungen im Category-Management sowie Promotion-Optimierung. Davor war Ott in leitenden Funktionen bei EMNID und TNS Infratest tätig, zuletzt als Mitglied der Geschäftsleitung im Forschungsbereich Consumer. Ott hat Betriebswirtschaftslehre mit den Schwerpunkten Marketing, Statistik und Europäisches Management an der Universität Bamberg studiert.

Neuromarketing --- Kaufentscheidung --- Marktforschung --- Markenbildung --- Kundenbeziehung --- Touchpoint Management --- Touchpoint --- Customer Experience --- customer centricity --- Kundenentscheidung --- POC --- CX

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Dans les années 1990, l’Internet était considéré comme une technologie qui allait transformer significativement le commerce de détail. On prédisait que l’e-commerce allait remplacer les détaillants traditionnels et leurs points de vente. Cependant, aujourd’hui, l’Internet paraît davantage comme un allié. Le retail fait face plus que jamais à de gros défis : changement radical dans le comportement du consommateur, arrivée de pure-players, une multitude de canaux à gérer, ... Ces derniers nécessitent à l'entreprise de s'adapter et de se tourner vers une stratégie de commerce connecté.

connected commerce --- omnishopper --- retail --- digital in store --- customer experience --- Sciences économiques & de gestion > Marketing

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With digitalization, customers’ behaviours and expectations are changing, as nowadays rapidity and customization are decisive requirements. Consequently, a raising awareness is felt by companies for the need of digital sales tools to enable their salespeople to develop technology-oriented selling ways to appeal today’s customers.
With that in mind, Schréder, a major competitor in the outdoor lighting sector, expresses an interest in equipping its sales representatives with such a tool aiming at improving the customer experience.
This thesis covers the following sections: a brief presentation of Schréder and the project led throughout the internship, a situation analysis summary, literature review covering different topics, such as the B2G and B2B markets, sales digitalization, customer experience and mobile applications, as well as both a qualitative and quantitative studies carried out with Schréder’s sales reps. 
Then, this thesis proposes a solution to Schréder for the adoption of a mobile app alongside recommendations for the company for improving the customer experience through the use of the app by sales reps. At last, this thesis draws an implementation plan for the deployment of the digital sales tool.

Digital marketing, Schréder, Mobile app, --- sales tool, sales representative, customer experience --- Sciences économiques & de gestion > Marketing

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Telekom Deutschland Geschäftskunden GmbH (TDG) is a subsidiary of Deutsche Telekom AG which is one of the leading telecommunication providers world-wide, headquartered in Germany. Its M2M/IoT department is an end-to-end IoT provider operating in the German IoT market which will note a total volume of around 50 billion euros by 2020 which represents a 50% growth rate within two years. Besides connectivity, TDG M2M/IoT offers IoT-solutions, -products and -services to corporate customers in Germany. Its mission is to help businesses in the digital age to transform current assets into IoT components and build new business models.
The Commercial Management of TDG M2M/IoT encourages portfolio management, product launches and go-to-market strategies and activities, including all marketing activities. The performance of current marketing activities fails to comply with the growing market conditions, as leads are barely generated. Hence, the overall project aim of this project thesis is to lay the foundation for efficient, effective and customer-centric online marketing by means of an online touchpoint analysis. Focal point are three research questions that identify the most relevant customer touchpoints, the needed content as well as additional critical success factors that need to be considered. Desk- as well as field research will ensure valid data and qualitative results.
Conclusions are drawn, determining the most relevant customer touchpoints online, per customer journey phase. Namely, press releases and word-of-mouth in the awareness phase, portals, blogs, forums, webinars and YouTube in the consideration phase and all along the journey search engines, social media and the corporate website are most relevant for customers. The closer a customer comes to a buying decision, the more important personal contact becomes. Within the deployment phase personal contact and personalized newsletter are the most effective communication ways.
This project thesis recommends to use these customer insights for further marketing activities and align the content according to the suggestions in this project thesis. Furthermore, it is advised to launch an always-on campaign with the aim of raising brand awareness and IoT education in addition to selective marketing campaigns that are purely aiming on generating leads. SEM needs to be set up and additionally, the individual touchpoints should be improved to increase performance. Last but not least, controlling- and measurement activities should be implemented by making use of online data tracking, reporting and analyzing to continuously ensure customer-centric marketing.

IoT, M2M, online touchpoints, customer experience, B2B, touchpoint analysis --- Sciences économiques & de gestion > Marketing

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What if gravity was under the retailer’s control? What would a magic trick, an illusion, look like within a shop window? What would the impact be of an automated magic trick on customers walking in a store? And, what if a luxury brand could use magic as way to highlight its prestigious pieces in a shop? At first, these questions seem a little bit surprising and yet… The Gravity Window is a new type of shopping window developed by a Belgian company in 2019. The thesis presents this new showcase created based on magic principles (illusion, levitation) and a new patented technology. Indeed, the Gravity Window uses the levitation of luxurious objects (watch or jewelry) for marketing purposes. The research analyzes the effects and impacts of the Gravity Window on the customer experience in a luxury store, and explains how customers perceive this new type of shopping window.

visual merchandising --- customer experience --- magic --- emotions --- Sciences économiques & de gestion > Marketing