We are happy to announce the new publication of the paper "The scope and intensity of personalised omnichannel customer journeys: a conceptualisation integrating experts’ and consumers’ perspectives" in the Journal of Marketing Management by our PhD student Marco Weippert.
In his project, Marco explores the personalisation of touchpoints across the omnichannel customer journey. To do so, he conducted 24 qualitative expert interviews with managers and six focus group discussions with 43 consumers.
You can read the paper here.