Browsing by Subject "E-Commerce"
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Item Restricted Current Relevance of Interior Retail Spaces in the E-Commerce Era : Communicating (brand) Identity Through Interior Design(2022) Marcela Reyes Arango; Goodwin, Amara; Köknar, Sait Ali; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This research paper explores the relevance of retail interiors in the era of e-commerce and online shopping. It examines the shift from traditional retail spaces to experiences and services offered by physical stores. The paper argues that the design of retail interiors plays a crucial role in creating a connection between the user and the brand, evoking emotions and memories. The concept of place identity is explored to understand the relationship between users and space. Case studies of contemporary retail interiors are analyzed to examine how brands use design to attract customers and create meaningful experiences. The methodology includes a theoretical exploration of identity and place, along with an analysis of case studies to support the thesis design project of an Arts and Crafts Market. Keywords: Retail interiors, e-commerce, place identity, user experience, designItem Restricted Low Impact Websites in the Clothing Industry : Guidelines to Build an Effective, Sustainable Website(2023) Camila Castillo Villamil; Catak, Güven; Schroeder, Süheyla; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: The rapid expansion of e-commerce platforms, particularly in the fashion industry, has not only changed consumer behavior but also raised significant environmental concerns. This research aims to explore the concept of Low Impact Websites (LIW) within the context of the clothing industry's e-commerce platforms. By marrying sustainability with User Experience (UX) and User Interface (UI) design principles, this study endeavors to provide actionable guidelines for designing e-commerce platforms that are both efficient and eco-friendly. Employing a multi-method approach, including interviews with professionals, user surveys, and a case study, the research aims to identify the ecological and market advantages of LIWs, understand the challenges in their implementation, and explore their potential impact on consumer behavior and environmental sustainability. Keywords: Low Impact Websites, User Experience, User Interface, E-commerce, Clothing Industry, Sustainability, Energy Consumption, CO2 EmissionsItem Restricted Navigating the Storm : Strategies Employed by Small Fashion Businesses in Berlin on Instagram to Mitigate the Impact of the Covid-19 Pandemic and Sustain Operations(2023) Kiana Kazemi; Glarou, Despoina; Ülker, Barış; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract This bachelor thesis looks at small fashion businesses in Berlin and the strategies they used on Instagram to battle the sudden challenges posed by the COVID-19 pandemic while keeping their operations running smoothly. The pandemic has had an intense impact on the fashion industry globally, and left many businesses struggling to survive and to sustain their operations. Many businesses had to alter either the way they market themselves or run their operations in order to adapt to the changes imposed by the pandemic, such as lockdowns and social distancing. In this bachelor thesis we focus on small fashion businesses operating in the city of Berlin who found a glimmer of hope by harnessing the power of Instagram, using it as a lively platform to promote themselves and generate sales during these tough times. These small fashion businesses employed visual storytelling and community building tactics, and leveraged Instagram's features like stories, username tags, and Instagram's online store to create an engaging brand presence online and to increase their sales. While previous research has been made regarding the effects of COVID-19 pandemic on the fashion industry and the use of social media as a marketing tool, the pandemic's impact on specifically small fashion businesses and their use of Instagram as a social media marketing tool to mitigate these challenges has not been thoroughly explored. Therefore, this bachelor thesis aims to fill that research gap by conducting in-depth semi-structured interviews with five small fashion business owners operating in Berlinches Through thematic analysis of the collected data, this bachelor thesis uncovers six key strategies that these business owners implemented to effectively market themselves on Instagram and sustain their operations during the COVID-19 pandemic. The strategies identified were advertising, communication, innovation, competitiveness, brand image, and tools. Throughout the findings of this bachelor thesis it becomes clear that Instagram can help businesses not only to cultivate meaningful and long-lasting connections with their customers, but also to expand their reach and attract new potential customers, which enables businesses to stay competitive during times of uncertainty and rapid change. The findings of this bachelor thesis aim to contribute to the pre-existing knowledge about social media marketing and add insights into the use of Instagram as a marketing tool and a form of e-commerce, in order to help future fashion entrepreneurs who might struggle through challenging times and must find ways to make their business survive. Keywords: COVID-19 impact, small fashion businesses, Instagram marketing, social media strategies, Berlin, visual storytelling, e-commerce, brand engagement, community building, competitive sustainabilityItem Restricted The Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses(2023) Ranu Dongra; Artinger, Florian; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This thesis aims to examine the impact of AI-enabled Customer Relationship Management (CRM) in small and medium-sized e-commerce businesses in Germany and India. The adoption of Artificial Intelligence (AI) in CRM is emerging as a solution for businesses in their marketing operations. The research addresses the competitive advantages including customer personalisation, segmentation, lead generation, targeting, data, and predictive analysis. This study gathers a mix of qualitative and quantitative approaches where survey respondents (N=30) and Interviews (N=10) include case studies of marketing professionals and executives. The research questions are analysed with two hypotheses which explains the value of AI in CRM for small and medium sized e-commerce businesses. The AI features in CRM provided by MoEngage are deeply analysed. The results show e-commerce businesses improve customer engagement and sales by effective personalisation and segmentation after implementation of AI-enabled CRM. Keywords: Artificial Intelligent (AI), CRM, AI-enabled CRM, small and medium-sized businesses, e-commerce, marketing, Segmentation, Personalisation