Competence Centers

Three competence centers ensure sustainable research results in the areas of "Shopper Marketing, Inspiration & Pricing", "Omni-Channel & Customer Experience Management" and "Retail Metrics & Technology". The aim is to generate new research results that will find favor in science and practice. The field of activity of the competence centers therefore includes both research and publication as well as the transformation of knowledge in the form of continuing education seminars, conferences and practical projects with companies.


Competence Center Shopper Marketing

Lead: Prof. Dr. Marc Linzmajer, Vice-Director

The Shopper Marketing, Inspiration & Pricing Competence Center is concerned with scientific approaches to identifying and profitably implementing competitive advantages at the strategic and tactical-operational levels. The focus is on the overarching question of how companies can achieve a high level of customer understanding. The focus of the competence center includes research activities in the areas of shopper marketing, pricing and promotion policy as well as employee and customer inspiration.

Competence Center Omni-Channel & Customer Experience Management

Lead: Matthias Eggenschwiler

The Competence Center for Omni-Channel and Customer Experience Management focuses on the digital transformation of companies and its impact on the cross-channel customer journey. In doing so, it supports companies through empirical studies and the training of students in order to achieve a competitive alignment of their digital and stationary channels. The customer experience is to be sustainably improved through a targeted coordination of online and offline channels.

Competence Center Retail Metrics & Technology

Lead: Prof. Dr. Thomas Rudolph & Nora Kralle

The Retail Metrics & Technology Competence Center was founded in 2018. It supports companies in using new metrics and technologies to tap into new data sources and thus better understand their customers.