Optimization of sales channel preferences: What criteria do customers use to choose a sales channel and how do financial institutions increase online product sales?
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Online channels have received a considerable boost, especially with the onset of the COVID-19 pandemic. Before purchasing a financial product, customers look for information online before taking out the product - often offline with an advisor.
The "pre-purchase information" phase can take place via many different digital sales or media channels, which often results in customers being overwhelmed by the number of information options. How can customer groups be assigned to the different digital sales channels of a regional bank based on various characteristics? In addition, hypotheses are tested that can provide conclusions as to which criteria customers use to select sales channels for each product.
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