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313. A Multicriteria Framework for Assessing Digital Merchandising on Web and Mobile Equipment
Invited abstract in session WB-44: Pairwise comparisons and preference relations 4, stream Multiple Criteria Decision Analysis.
Wednesday, 10:30-12:00Room: 20 (building: 324)
Authors (first author is the speaker)
| 1. | ASTRID ODDERSHEDE
|
| INDUSTRIAL ENGINEERING, UNIVERSITY OF SANTIAGO OF CHILE | |
| 2. | MARTIN MONTALVA
|
| Faculty of Arquitecture and Built Environment, UNIVERSITY OF SANTIAGO OF CHILE | |
| 3. | Victor Olivares
|
| Industrial Engineering Department, UNIVERSITY OF SANTIAGO OF CHILE | |
| 4. | LUIS QUEZADA
|
| Department of Industrial Engineering, UNIVERSITY OF SANTIAGO OF CHILE |
Abstract
This paper presents a framework for assessing digital merchandising on web and mobile equipment. Making a digital strategy to sell products online a success, is a great challenge. It involves evaluating various aspects related to how products are presented and sold online. Depending on the product, one can develop personalized actions for each type of consumer who visits the site, based on their personal interests and demographic data, to give greater relevance to the most recent articles that have been published on the website, or adapt your ecommerce to new trends and customer behavior. An empirical work has been done based on expert judgements for identifying dimensions’ aspects related to products presentation online sales in order to obtain cost-effectiveness. The study provides a basis for setting priorities formulating a Multicriteria decision making model.
Keywords
- E-Commerce
- Analytic Hierarchy Process
- Multi-Objective Decision Making
Status: accepted
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