University of cologne - Business School


Business Experts@UCBS

With our news series „Business Experts@University of Cologne Business School“ we have created an exciting virtual surrounding to support the networking activities of our EMBA and MBA students and alumni. We provide them with exciting insights from exclusive Business Speakers about up-to-date topics and their companies.

Day 02: May 5, 2021

The Future of Online Shopping

On the second day of this event, EMBA and MBA students from the University of Cologne and Rotterdam School of Management got an insight into BigData Analytics, Customer Experience und Real-Time AI:

Today, customers are already looking for highly personalised, interactive experiences to connect with innovative brands and shop anywhere, anytime. In the future, the number of touchpoints with brands will increase dramatically, as will the number of highly specialised products. On the other hand, the attention span at individual touchpoints is decreasing significantly. Only brands that are able to anticipate the individual needs of a customer in their current situation and communicate the benefits of their products clearly and unambiguously will be able to create an outstanding customer experience and attract loyal and returning customers.
The expert in BigData Analytics, Customer Experience and Real-Time AI, Dr. Ralph Hünermann presented strategies to make online shopping more of an individual experience to reach desired target groups. In addition, further implementations were presented to make products interesting even after purchasing. Furthermore, digital implementations such as augmented reality and artificial intelligence were explored, which create an immersive shopping experience that according to Dr. Ralph Hünermann, will far surpass physical shopping. Although the event had to take place via Zoom due to the corona pandemic, the audience had the opportunity to actively participate and later take part in an interactive Q&A.

Dr. Ralph Hünermann, CEO at ODOSCOPE

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