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2020 | OriginalPaper | Chapter
Customer-oriented Atmospheric Effects of Online Shops - Relevance for Store Brand Management and Initial Scaling Approaches for the German Market
Relevance for Store Brand Management and Initial Scaling Approaches for the German Market
Author : Jörn Redler
Published in: Forum Markenforschung 2018
Publisher: Springer Fachmedien Wiesbaden
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Today, online shops are ubiquitous, and for retailers the use of the online channel is an integral component of their distribution and communications policy. In the context of online retailing, the display of goods and services, the overall presentation and the interaction with the user are highly relevant concerns that retailers have to deal with. This very issue is addressed by research on Online Visual Merchandising (OVM), a field with dramatically increasing importance, especially as traditional (physically existent) stores are more and more replaced or complemented by online shops.