Push concepts to control interactions in e-commerce

Abstract

As empirical studies show, customers often stop synchronous communication with a supplier during e-commerce processes. In order to overcome these stoppages, Push concepts on the interaction level take over or at least trigger customer activities. On the one hand this supports the customer in continuing his/her communication with the Web-shop, on the other hand it helps the supplier to regain control of transaction processes. This article deals with the identification of push opportunities on interaction level and shows concepts for individual push activities. These push concepts are prototypically implemented in a push system that may complement any shop system. For first experiences in a practical setting it is introduced to the customer portal of REHAU AG+Co.