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Praxis der Personalisierung im Handel
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Personalisierung gilt im Handel als wichtiger Wettbewerbsvorteil. Dieses Buch zeigt, wie der Handel mittels zeitgemer E-Commerce-Technologie kundenindividuelle Angebote erzeugen kann, um Umstze und den Kundenwert zu steigern. Autoren aus der Forschung, Beratung und Praxis erklren die Mglichkeiten und Wirkungen der Personalisierung und geben einen Ausblick auf zuknftige Entwicklungen. Fallbeispiele von bekannten Onlinehndlern illustrieren den Best Practice. Obwohl ber das Thema viel gesprochen wird, gibt es viele offene Fragen von der Konzeption ber Realisierungsoptionen bis hin zu rechtlichen Aspekten. Dieses Buch liefert Antworten.
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