Multi Channel Management

Profile and Objective

The MCM-laboratory simulates a real retail shop environment with 11 running meters of shelves and focuses on both teaching and applied research with three main focuses:

  1. Optimization of product presentation in retail (e.g. composite placements, variations of facings, variations of presentations for different shelves areas)
  2. Survey of multi-sensual’s stimuli’s effects on buyer behaviour (e.g. scents and music)
  3. Conception and implementation of multi-channel sales activities (online and offline applications)

 

Ein leerer Einkaufswagen vor einem Supermarktregal mit Weinflaschen
Product presentation
Mit Smartphone im Supermarkt einkaufen
Smartphone
eine Frau setzt einer anderen Frau eine Eyetracking-Brille auf
Eyetracking
  • Eyetracking, analysis of facial expression and gestures
  • Interpretation of emotions, vitalization and attitude
  • Dialogue principles (DIN EN ISO 9241-110)
  • Evaluation of assortment competence
  • Consumers’ purchase behaviour (e.g. retention time, amount of voucher, impulse buying)