Server-Wartungsarbeiten am 26. und 27.08.! An beiden Tagen sind keine Bewerbungen, Einschreibungen oder Anträge auf Immatrikulation sowie andere studentische Anwendungen (Rückmeldung, Immatrikulationsbescheinigungen etc.) möglich. Ab dem 28.08. stehen alle Funktionen wieder wie gewohnt zur Verfügung.

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)



Applied Research Methods

  • Eye tracking, 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)