THE RELEVANCY OF DIGITAL TOUCHPOINTS IN OMNICHANNEL MARKETING ON THE CHOICE OF RELEVANT SALES CHANNELS – BASED ON GERMAN FINANCIAL SERVICE PROVIDERS

Abstract

All German financial service providers work with omnichannel marketing and try to support the classic, traditional sales channel with digital touchpoints. They are also trying to transform traditional direct sales into a hybrid model so that they can later handle sales directly online. The target is a fully digitized sales channel. The thing, which makes a digitalization difficult is that the Germans are very traditional regarding their investments. This leeds during the time to a very conservative finance industrie in Germany. There is a lot of ambiguity within the topic of digital touchpoints. Especially because there are a lot of interactions and touchpoints with the customer and a high complexity within the topic, and they are not yet explored.