SP JAIN SCHOOL OF GLOBAL MANAGEMENT

Omnichannel Buyer Behaviour

TERM 2

Individual Assignment

Submitted by:

Rajeshwari Singh
(MM22MM046)
Global Marketing Management

Q1
1. Personalized Product Recommendations: - Instead of writing out impersonal advertising emails,
use the information you have about your customers, products, and sales. Develop custom
advertisements that are enriched with individualized merchandise recommendations on the
items that previous customers with similar interests have bought or the recipients' online
purchasing inclinations.

2. Bring digitalization in-store: - ABC can improve customers' in-store purchasing experiences by
connecting them to their virtual activities. ABC can do this by linking the digital accounts of
their in-store customers.
 Traffic can be boosted with geofenced messages
 Delivering customized retail experience
 Sign-up customers for push up notifications

3. To provide individualized recommendations ABC can use AI chatbots: - With a chatbot running

on ABC website, ABC can go move past reactive conversations and improve the digital
experience of their customers by constantly contacting them at important steps in their
journeys. All of this can be done automatically using chatbots.

4. Customer service, product, and sales data should be connected: - ABC's customer care service
will have the knowledge they need to deliver personalized assistance that effectively addresses
problems and even has the potential to generate income when you engage them with your
products, marketing, and customer information.

Q2

ABC’s ethical responsibility towards its customers is to provide them with transparency,
accountability, and equality.

1. Transparency: - Data processing actions and automated judgments need to construct meaning
to the person. They ought to be genuinely transparent and comprehensible. The individual must
have a clear grasp of the aim and objectives of information processing to recognize dangers.
2. Accountability: - Accountability is the thoughtful, responsible, and organized use and
safeguarding of personal data by an organization.
3. Equality: - Understanding the social power frameworks that data systems uphold, maintain, or
originate is necessary for democratic information processing. Vulnerable people should be given
additional consideration while processing data since categorization could undermine their
capacity for self-determination and authority, expose them to prejudice, or stigmatize them.