ESR5 – Gabriele Obermeier

My name is Gabriele Obermeier. I am from Munich, Germany, and based at the University of Applied Sciences in Steyr, Austria, to conduct research on the topic ‘Analysing In-Store Retail Experience’ within the PERFORM Project.

My academic background is a double degree as Bachelor of Arts in International Business at UAS Landshut and Anglia Ruskin University Cambridge focusing on Operations Management and Marketing. I have reached the academic degree as Master of Science in Digital Business Management at UAS Upper Austria and Johannes Kepler University in Linz.

While studying for the Master degree I have been working as a Senior Project Manager for a crowd testing company in Munich. In this position I have been managing usability and quality assurance tests of websites, apps and Internet of Things for international brands. Along with many different projects such as end-to-end tests or remote usability interviews I specialised on analysing web shops and customer user experience.

Therefore, the topic of my Master thesis focused on factors influencing customer’s purchase decision when shopping online, both from a functional and socio-psychological point of view.
Privately I love traveling, getting to know different cultures, and learn about how people live all over the world.

My vision within the PERFORM Project is to conduct research on how retailers can enhance the in-store customer journey and how it is possible to offer a more comfortable and individualised experience. I am very proud to be part of the international research team to make a great impact on the digitalisation of retail which does not only serve scientific research but will also create value for the retail industry