Robert Zimmermann

Robert Zimmermann
Fachhochschule Oberösterreich | fh-ooe · Digital Business

Master of Arts

About

10
Publications
3,062
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13
Citations

Publications

Publications (10)
Article
Full-text available
Purpose The transition to omnichannel retail is the recognized future of retail, which uses digital technologies (e.g. augmented reality shopping assistants) to enhance the customer shopping experience. However, retailers struggle with the implementation of such technologies in brick-and-mortar stores. Against this background, the present study inv...
Article
Full-text available
To stay competitive against e-commerce, many retailers started to adopt a digital retail strategy, leveraging a myriad of online and offline touchpoints to increase their customer experience and, as a result, their sales. However, currently, no guidelines exist on how digital retailers can identify, evaluate, and influence sales impacting touchpoin...
Article
Full-text available
Retailers have started to integrate their online and offline channels in order to increase revenue by creating a superior customer experience. However, they lack an instrument with which to identify the touchpoints that are most influential for customer decision making. Therefore, this study introduces a novel, multi-method approach that utilizes c...
Chapter
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Due to globalization, food supply chains are scattered around the globe. As a result, they become more complex and anonymous, potentially confusing customers of the food’s origin and production conditions. In addition, due to higher living standards, consumers are demanding greater transparency in the food production process in terms of safety, qua...
Conference Paper
Full-text available
Managing touchpoints is a crucial task of today’s digital retail companies to ensure a consistent brand perception for their customers. However, even from a company perspective, people from differing departmental or managerial levels may perceive the influence of touchpoints on brand perception differently, highlighting varying priorities in touchp...
Conference Paper
Full-text available
Brick-and-mortar retailers need to stay competitive to the convenience provided by online channels. Technologies, such as personalized shopping assistants on smartphones can empower customers in-store towards a similar experience as in an online scenario. For instance, an augmented reality shopping assistance application with explainable recommenda...
Chapter
Full-text available
Queuing systems manage the order of customers waiting for their service encounter fairly and equitably and influence the perception of their experience in a physical retail store. In this field study, we investigate a self-service and a human-operated queuing system, both offering additional features, designed to offer a higher level of personaliza...
Conference Paper
Full-text available
Today’s brick-and-mortar retail is struggling to stay competitive when compared to e-commerce. However, with a new form of retail emerging, which makes use of modern day technology to drive sales and offers unique customer experiences, the playing field seems to level out. Nevertheless, in this so-called “digital retail”, the number of touchpoints...
Chapter
Full-text available
The increasing popularity of smartphones, the constant rise of e-commerce turnover and plungingdepartment storesales have a significant impact on brick-and-mortar stores revenue. Nevertheless, brick-and-mortar revenue still makes up 90% of total retail revenue. This gives rise to the question of how smartphones affect sales in brick-and-mortar stor...
Article
Full-text available
When analysing the impact of blogs on sales, previous research focused solely on qualitative factors (e.g. trust and credibility). This article, however, answers the question if one can also identify quantitative factors such as the number of followers on social media and similar. For this reason, a multiple regression analysis was conducted analys...

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Projects

Project (1)
Project
PERFORM (www.perform-network.eu) is a training network for young researchers in the field of Digital Retail. It is formed by european universities and industry partners. Our goal is to prepare the next generation of Digital Retail Managers and tackle Digital Retail challenges through a combination of training and research. This project has received funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No 765395.