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Personalisierung im Onlinemarketing - Planung und Konzeption eines Projektplans einer Clubmitgliedschaft zur Steigerung von Kundenbeziehungen im Onlineshop: Eine Betrachtung am Beispiel der uhlsport GmbH

  • This thesis deals with the topic of "Personalization in online marketing" and focuses on the planning and conception of a project plan for a club membership to specifically increase customer relations in the online store. uhlsport GmbH serves as a case study to highlight the implementation of a personalized marketing strategy. In view of the rapid development of the digital marketplace, personalization is becoming increasingly important as a means of customer retention and acquisition. The paper analyzes the basics of online marketing, the importance of personalization and its impact on building long-term customer relationships. Within the scope of a literature research, the theoretical basics of personalization in online marketing are discussed and the success factors of club memberships are highlighted. An examination of uhlsport GmbH enables the analysis of the practical implementation as well as the derivation of insights for project planning. The results show the importance of personalized approaches to strengthen customer relationships. The developed project plan for club membership provides uhlsport GmbH with a basis for implementing such a strategy. This thesis not only provides insights into practical implementation, but also recommendations for action for companies that want to optimize their customer loyalty in e-commerce.

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Metadaten
Author:Yeliz Amil
Advisor:Jane Zima
Document Type:Bachelor Thesis
Language:German
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Date of final exam:2023/08/31
Release Date:2023/09/01
Tag:Onlinemarketing; Personalisierung
Page Number:219
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt