Christopher Marc Schraml
Title
Dr.
Last Name
Schraml
First name
Christopher Marc
Email
christophermarc.schraml@unisg.ch
ORCID
Phone
+41 71 224 71 82
13 results
Now showing 1 - 10 of 13
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Item type:Publication, Inspiring Customers Early: How Social Online Touchpoints in the Pre-Purchase Phase Drive Customer Inspiration and Purchase Decisions(2026-02); ; Inspiring customers is a powerful strategy for retailers to increase basket values and unplanned purchases. Based on Social Impact Theory and Shopping Goal Theory, this article examines how the socialness of the pre-purchase journey influences customer inspiration and purchase behavior. Analyzing 1,391 customer journeys, we find that higher socialness of the pre-purchase phase significantly boosts customer inspiration, but only when the touchpoints used are primarily online. Customers who feel more inspired through social touchpoints spend more (+7.3 %) and make unplanned purchases more frequently (+24.5 %). These findings highlight the opportunities for management to leverage targeted online touchpoint strategies in the pre-purchase phase to drive customer inspiration. To unlock this potential, companies should strategically realign their customer journey and omnichannel management with the goal of fostering customer inspiration.Type:journal articleJournal:Betriebswirtschaftliche Forschung und Praxis (BFuP)Volume:78Issue:1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How Shoppable Video Clips Convert Views to Clicks(2025-05-25); ; ; Grewal, DhruvShoppable Video Clips (SVCs), a novel short-video format integrated into e-commerce websites, enable interactive shopping by presenting products alongside clickable product tags. This study investigates the impact of product presentation styles in SVCs-showing products in use versus displaying them-on purchase-related behavior. Drawing on economic theories of consumer information search, we suggest that SVCs showing products in use reduce information search costs, leading to higher add-to-cart rates. Using advanced machine learning methods to analyze thousands of SVCs from a European beauty retailer, we find that showing products in use increases add-to-cart rates significantly, particularly for experience products and strong brands. Moreover, SVCs showing products in use placed in upper-funnel stages, like video feeds, outperform those in lower-funnel stages, such as product detail pages. We discuss theoretical and practical implications and propose avenues for future research.Type:conference paperJournal:Proceedings of the European Marketing Academy - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Influence of the Season on Consumers’ Feeling of Groundedness and Product Attractiveness(2022-05-25); ; Feeling grounded or emotionally and deeply rooted gives consumers a sense of safety, strength and stability. Products can make consumers feel grounded by connecting them to their physical, social and historical surroundings. Products that provide consumers with a feeling of groundedness are more attractive than products that do not. Recent research suggests that the season can influence consumers' need and feeling of groundedness. However, the question of when and why this effect appears remains open. We employ an online experiment with 220 participants from the UK to investigate the influence of the season on consumers need and feeling of groundedness. Using structural equation modelling, we show that consumers' having a higher need for groundedness also have a stronger feeling of groundedness. We demonstrate that consumers have a higher feeling of groundedness during colder seasons. We discuss theoretical and practical implications and propose promising avenues for future research.Type:conference paperJournal:Proceedings of the European Marketing Academy - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Das Potenzial von KI im Handelsmanagement(Institut für Handelsmanagement, 2025-09-12); ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Promise and Potential of AI in Retail(Institut für Handelsmanagement, 2025-12-09); ; Artificial Intelligence (AI) could bring about transformative changes in our society. As early as 2029, the world-renowned scientist, inventor, entrepreneur, and author Ray Kurzweil predicts the moment when artificial intelligence will surpass human intelligence. Bill Gates, the founder of Microsoft, has said that no one is better at forecasting the future of AI than Kurzweil. From that point onward, according to Kurzweil’s calculations, it will be possible to link our brains directly to computers — via chips implanted in the neocortex. Human cognitive performance will increase enormously. He assumes that, in the medium term, everyone will replace their smartphone with an AI implant — not only because costs will decline, but also to remain competitive with other people. AI can also enhance the performance of companies. According to Kurzweil, AI could even render large parts of the insurance and banking sectors obsolete. Credit, payment transactions, wealth management — all of these can be automated with AI support. Robo-advisors, AI-based credit assessments and algorithmic trading arealready a reality today. The traditional retail bank could be replaced by intelligent financial platforms. In this context, the question also arises as to how retail will be affected by the use of AI. Unlike banks or the insurance industry, retail also depends on emotions and social experiences. Seeing, feeling, trying, and experiencing all play an important role. Nevertheless, retail too offers the opportunity to automate many of today’s tasks with the help of AI. Tasks such as inventory management, pricing, shelf management, payment and reordering could be handled by AI with great precision. Will AI also lead to a hyper-personalisation of the shopping experience? The traditional “one size fits all” approach could be replaced by an intelligent alignment with consumers’ individual expectations, thereby professionalising retail marketing.Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Omni-Channel Management in Deutschland, Österreich und der Schweiz 2024(Forschungszentrum für Handelsmanagement, 2024-03-06); ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Einkaufstourismus Schweiz 2022/2023(Forschungszentrum für Handelsmanagement, 2022-11-14); ; ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Einkaufstourismus Schweiz 2022/2023(Forschungszentrum für Handelsmanagement, 2022-11-14); ; ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Trend Report Action(Institut für Handelsmanagement, Universität St.Gallen, 2025); ; ; Das niederländische Unternehmen Action hat sich in den letzten Jahren als Akteur im europäischen Einzelhandel etabliert. Mit seinen niedrigen Preisen und seiner expansiven Wachstumsstrategie hat Action die Aufmerksamkeit von Konsumenten und der Branche gleichermassen auf sich gezogen. Da ein Markteintritt in die Schweiz bevorsteht, stellen sich viele Fragen: Wie funktioniert das Geschäftsmodell von Action? Was macht das Unternehmen so erfolgreich, und welche Herausforderungen könnten bei der Expansion auftreten? Dieser Trendreport beantwortet die zehn wichtigsten Fragen rund um Action – von den Hintergründen der Unternehmensstrategie und der Lieferkette über Nachhaltigkeitsaspekte bis hin zu einem Preisvergleich mit Temu. Dabei soll ein umfassender Überblick entstehen, der die Dynamik und Relevanz von Action beleuchtet. Dieser Report wurde im Januar 2025 veröffentlicht. Dieser Trendreport basiert auf umfassenden Recherchen, darunter eine intensive Analyse von Studien und Zeitungsartikeln zu Action, die Auswertung von Jahresberichten von Action und dem Investor 3i (der 80 Prozent von Action hält) sowie ein detaillierter Preisvergleich, den wir im November 2024 und Januar 2025 durchgeführt haben. Ergänzend dazu besuchten wir fünf Action-Filialen in Süddeutschland und Österreich, um das Sortiment und die Läden vor Ort genauer zu untersuchen. All diese Erkenntnisse bilden die Grundlage zur Beantwortung der zehn zentralen Fragen zu Action. Wählen Sie eine Frage aus, um mehr zu erfahren und tiefere Einblicke in die Welt von Action zu erhalten.Type:case study