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Die Realität im Einzelhandel erweitern: Metaverse-Anwendungen entlang der Kundenreise wirksam einsetzen

Author

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  • Gahler, Markus
  • Neubauer, Melina

Abstract

Dieser Beitrag bietet Händlerinnen und Händlern eine Anleitung zum bedürfnisorientierten Einsatz von Metaverse-Anwendungen entlang der Kundenreise. Auf Basis von Forschungsergebnissen und Metaverse- Projekten wurde ein Klassifikationsschema entwickelt, das XR-Anwendungen für einzelne Kontaktpunkte - basierend auf den typischen Kundenbedürfnissen in jeder Kundenreisephase und den daraus resultierenden Immersions- und Interaktionsleveln - empfiehlt. So können Unternehmen ihren Kundinnen und Kunden besondere Erlebnisse bieten und Wettbewerbsvorteile generieren.

Suggested Citation

  • Gahler, Markus & Neubauer, Melina, 2024. "Die Realität im Einzelhandel erweitern: Metaverse-Anwendungen entlang der Kundenreise wirksam einsetzen," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(2), pages 32-40.
    • Handle: RePEc:zbw:hsgmrs:312038
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