Naslov
Omnichannel Approach: Privacy Protection Principles

Autori
Mekovec, Renata ; Peras, Dijana ; Picek, Ruben

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings, Paris France Jun 25-26, 2020, Part XVII / - Pariz, 2020, 2250-2255

Skup
International Conference on Privacy and Information Security Law (ICPISL 2020)

Mjesto i datum
Pariz, Francuska, 25.06.2020. - 26.06.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Personal data, privacy protection, omnichannel communication, retail.

Sažetak
The advent of the Internet, mobile devices and social media is revolutionizing the experience of retail customers by linking multiple sources through various channels. Omnichannel retailing is a retailing that combines multiple channels to allow customers to seamlessly leverage all the distribution information online and offline while shopping. Therefore, data are today an asset more critical than ever for all organizations. Nonetheless, because of its heterogeneity through platforms, developers are currently facing difficulties in dealing with personal data. Considering the possibilities of omnichannel communication this paper presents channel categorization that could enhance the customer experience of omnichannel center called Hyper center. The purpose of this paper is fundamentally to describe the connection between the omnichannel Hyper center and the customer, with particular attention to privacy protection. The first phase was finding the most appropriate channels of communication for Hyper center. Consequently, a selection of widely used communication channels has been identified and analyzed with regard to the effect requirements for optimizing user experience. The evaluation criteria are divided into 3 groups: general, user profile and channel options. For each criterion the weight of importance for omnichannel communication was defined. The most important thing was to consider how the Hyper center can make user identification while respecting the privacy protection requirements. The study carried out also shows what customer experience across digital networks would look like, based on an omnichannel approach owing to privacy protection principles.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA