Carmen Oswald

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Carmen Oswald Omnichannel marketing and sales in the beverages market

For SMEs in the Swiss beverage market, changing information and purchasing habits and the shift away from stationary outlets towards omnichannel operators is a major challenge. This presentation offers an insight into the market situation from both the traders’ and consumers’ standpoints, with a particular focus on wines and spirits as well as examples of implications for the omnichannel marketing mix.

Carmen Oswald – Research assistant, Zurich University of Applied Sciences (ZHAW)

Your added value in terms of trade

The following issues will be examined:

  • What is the situation in the online beverages market in the B2B and B2C sectors in Switzerland?
  • How do consumers obtain information and behave when buying drinks?
  • What cross-channel effects emerge in the online drinks purchasing process?
  • What are the customer requirements and obstacles when buying drinks?
  • What opportunities and challenges do online drinks retailers encounter?

Details on the speaker

Carmen Oswald is a research assistant at the ZHAW Institute for Marketing Management. She works in the specialist center for strategic customer relationship management and provides support in research and consulting projects focusing on CRM and e-commerce. Before taking up her current post, she acquired conceptual and operational experience in an agency with online and offline projects.

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Language: German

Sponsor: Zurich University of Applied Sciences (ZHAW)

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