Robert Zimmermann’s Second Secondment at Industry Partner INTERSPORT

In his second secondment, Robert was working at his industry partner INTERSPORT from January to March. This time, his secondment was centred around testing an self-developed workshop design, which is intended to help digital retailers to gain an overview of their company owned touchpoints along the digital retail customer journey.

In digital retail, the number of touchpoints customers can encounter is constantly increasing due to the connection of online and offline customer journeys. To make use of sales-enhancing touchpoints, retailers require a comprehensive overview of brand-owned touch-points along the digital retail customer journey, as these are the touchpoints retailers are able to influence.

Robert’s approach uses focus groups in combination with the creative techniques World Café, Channel CARDS, instant polls, and instant word clouds to gain a comprehensive overview of brand-owned touchpoints along the digital retail customer journey

The INTERSPORT was very satisfied with the workshop and its preliminary results. Currently, the data gained from the workshop are being evaluated and prepared for a presentation in front of the INTERSPORT top management.

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