Dynamically Adapting Sales Influence Tactics in E-Commerce

Maurits Kaptein; Petri Parvinen

doi:10.1007/978-3-319-10912-1_146

Dynamically Adapting Sales Influence Tactics in E-Commerce

Maurits Kaptein^*, Petri Parvinen

^*Corresponding author for this work

Department of Marketing

Eindhoven University of Technology

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

4 Citations (Scopus)

Abstract

Salesmen have a set of sales influence tactics (SITs) at their disposal when approaching customers in a face-to-face setting. This paper argues that in order to transform e-commerce into e-selling, SITs need be able to be adapted to individual customers rather than the average customer. Next, via a field experiment, we show that the revenue of an e-commerce platform can be increased by dynamically adapting SITs to individual customer responses. We explain how sales professionals can modify their e-commerce platforms to implement the same personalization they use in face-to-face selling.

Original language	English
Title of host publication	Developments in Marketing Science : Proceedings of the Academy of Marketing Science
Publisher	Springer
Pages	445-454
Number of pages	10
ISBN (Electronic)	978-3-319-10912-1
DOIs	https://doi.org/10.1007/978-3-319-10912-1_146
Publication status	Published - 2015
MoE publication type	A4 Conference publication
Event	Academy of Marketing Science Annual Conference - New Orleans, United States Duration: 15 May 2012 → 20 May 2012

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Publisher	Springer
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Conference

Conference	Academy of Marketing Science Annual Conference
Abbreviated title	AMS
Country/Territory	United States
City	New Orleans
Period	15/05/2012 → 20/05/2012

Access to Document

10.1007/978-3-319-10912-1_146

Cite this

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title = "Dynamically Adapting Sales Influence Tactics in E-Commerce",

abstract = "Salesmen have a set of sales influence tactics (SITs) at their disposal when approaching customers in a face-to-face setting. This paper argues that in order to transform e-commerce into e-selling, SITs need be able to be adapted to individual customers rather than the average customer. Next, via a field experiment, we show that the revenue of an e-commerce platform can be increased by dynamically adapting SITs to individual customer responses. We explain how sales professionals can modify their e-commerce platforms to implement the same personalization they use in face-to-face selling.",

author = "Maurits Kaptein and Petri Parvinen",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.; Academy of Marketing Science Annual Conference, AMS ; Conference date: 15-05-2012 Through 20-05-2012",

year = "2015",

doi = "10.1007/978-3-319-10912-1_146",

language = "English",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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pages = "445--454",

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}

Kaptein, M & Parvinen, P 2015, Dynamically Adapting Sales Influence Tactics in E-Commerce. in Developments in Marketing Science : Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 445-454, Academy of Marketing Science Annual Conference, New Orleans, Louisiana, United States, 15/05/2012. https://doi.org/10.1007/978-3-319-10912-1_146

Dynamically Adapting Sales Influence Tactics in E-Commerce. / Kaptein, Maurits; Parvinen, Petri.
Developments in Marketing Science : Proceedings of the Academy of Marketing Science. Springer, 2015. p. 445-454 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

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AB - Salesmen have a set of sales influence tactics (SITs) at their disposal when approaching customers in a face-to-face setting. This paper argues that in order to transform e-commerce into e-selling, SITs need be able to be adapted to individual customers rather than the average customer. Next, via a field experiment, we show that the revenue of an e-commerce platform can be increased by dynamically adapting SITs to individual customer responses. We explain how sales professionals can modify their e-commerce platforms to implement the same personalization they use in face-to-face selling.

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Dynamically Adapting Sales Influence Tactics in E-Commerce

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