Payment in the Swiss retail sector is widely digital today: almost 65 percent of transactions in brick-and-mortar stores are made with a debit or credit card or with a smartphone. The digital payment infrastructure offers retailers and payment providers the opportunity to develop customer relationships.
FOCUS In this subproject Antonia Steigerwald investigates the the value creation from payment data and loyalty programs in retail. Expert interviews and ethnographic field work will be used to answer the questions a) how the networks of payments and loyalty programs are (or should be) constructed to build and alter customer relationships and b) how companies generate decision-relevant knowledge from transaction data for the purpose of relational embedding and personalization.
GUIDING QUESTIONS What are the current developments and challenges in the field of payment (experience) — especially at the POS in brick-and-mortar stores? How do payment services change the relationships with customers? How are the processes of relational embedding and personalization materialized? What is the role of digital payments in the digital economy?