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03/08/2023

New research paper published in Marketing Review St. Gallen

The article appeared in the February 2023 special issue on Sustainable Consumption

In this research paper, the authors address the measurement approaches to better understand the untapped conversion potential.

The stay in stationary retail is often short, only fractions of the layout are visited and this results in untapped conversion potential. The growing online business intensifies the need for stationary efficiency. In this area of conflict, the article systematizes the possibilities of in-store customer analytics and demonstrates its added value in an application example.

The publication was written together with Prof. Dr. Michael Jungbluth and Anna Ulrichshofer, a cooperation between THI Business School - Ingolstadt University of Applied Sciences and WHU - Otto Beisheim School of Management.

Jungbluth, Michael / Ulrichshofer, Anna / Schlereth, Christian (2023): "In-Store Customer Analytics - Measurement Approaches to Better Understand Untapped Conversion Potential," Marketing Review St. Gallen, Special Issue on Sustainable Consumption, 2023(2), 54-62.

Special Issue: https://imc.unisg.ch/shop/marketing-review-st-gallen-2-2023-sustainable-consumption/

The full article can be found here.

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