Research Project #6

Topic: Conversion Optimisation Techniques along the Customer Journey

Project Description: The objective of this project is to develop and test a toolset in form of a conversion platform incorporating potential actions to engage and communicate with customers along the customer journey in digital retail settings. We will investigate how customers (incl. influence of gender) use smartphones and other connected devices when shopping in brick-and-mortar stores.  

Researcher: This research project will be carried out by ESR 6 Robert Zimmermann.

Host Supervisor: This position is supervised by Dr. Andreas Auinger. Andreas Auinger is head of studies of the master study programme Digital Business Management and head of the of the Digital Business research group at the FHO. He has led and worked on more than 15 R&D projects over the last 13 years as far as Digital Business, Digital Marketing and Information Systems are concerned.

Host Institution: The research group Digital Business of  FHO investigates the continuous development in the field of digital media and how it creates changes on both an organizational and a societal level. Main research topics of the group are marketing, Internet business models, digital retail and decision-making processes in online-environments. The methods used range from the traditional methods of empirical social research to innovative procedures from cognitive neurosciences.

Academic Supervisor: Since FHO does not provide PhD programs academic supervision for the PhD will be held by Prof. René Riedl at Johannes Kepler University Linz (JKU). René Riedl is Associate Professor at the Department of Information Engineering – Business Informatics. In spring 2012, he was a guest professor at HEC Montréal, Canada, and he was appointed at this university as an associate researcher at the Tech3Lab.

University: The Johannes Kepler University Linz (JKU) is a young university with a unique focus on socio-economic, legal, natural/technical sciences and medicine. The Institute for Digital Business is part of the Faculty of Social Sciences, Economics and Business with Departments for Digital Business and Digital Education.

Secondments: This position includes 2 secondments to partner organisations. The planned secondments will be to

    • Intersport (under supervision of Marcel Verhofnik), in month 15 for 3 months, for ‘introduction and hands-on training of systems and technologies’,
  • Intersport (under supervision of Marcel Verhofnik), in month 24 for 2 months, for ‘empirical studies and proof-of concept.