Automated adaptive selling

Maurits Kaptein, Richard McFarland, Petri Parvinen

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Purpose
This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.

Design/methodology/approach
This paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies.

Findings
The results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used.

Research limitations/implications
This paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices).

Practical implications
The methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media).

Originality/value
To the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.
Original languageEnglish
Pages (from-to)1037-1059
JournalEuropean Journal of Marketing
Volume52
Issue number5/6
DOIs
Publication statusPublished - 2018

Fingerprint

Adaptive selling
Electronic commerce
Retailers
Influence tactics
Click-through rate
Salespeople
Social media
Field study
Web sites
Added value
Factors
Design methodology
Interaction

Keywords

  • Online retailing
  • Adaptive selling
  • e-selling
  • ISTEA model
  • Sales influence tactics
  • RECOMMENDATION SYSTEMS
  • INFLUENCE TACTICS
  • PERSUASION
  • PERFORMANCE
  • CUSTOMER
  • ONLINE
  • PERSONALIZATION
  • SALESPEOPLE
  • MOTIVATION
  • KNOWLEDGE

Cite this

Kaptein, Maurits ; McFarland, Richard ; Parvinen, Petri. / Automated adaptive selling. In: European Journal of Marketing. 2018 ; Vol. 52, No. 5/6. pp. 1037-1059.
@article{56749c4fd35649c1a841c56c05f97a69,
title = "Automated adaptive selling",
abstract = "PurposeThis paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.Design/methodology/approachThis paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies.FindingsThe results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used.Research limitations/implicationsThis paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices).Practical implicationsThe methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media).Originality/valueTo the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.",
keywords = "Online retailing, Adaptive selling, e-selling, ISTEA model, Sales influence tactics, RECOMMENDATION SYSTEMS, INFLUENCE TACTICS, PERSUASION, PERFORMANCE, CUSTOMER, ONLINE, PERSONALIZATION, SALESPEOPLE, MOTIVATION, KNOWLEDGE",
author = "Maurits Kaptein and Richard McFarland and Petri Parvinen",
year = "2018",
doi = "10.1108/EJM-08-2016-0485",
language = "English",
volume = "52",
pages = "1037--1059",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald Group Publishing Ltd.",
number = "5/6",

}

Kaptein, M, McFarland, R & Parvinen, P 2018, 'Automated adaptive selling', European Journal of Marketing, vol. 52, no. 5/6, pp. 1037-1059. https://doi.org/10.1108/EJM-08-2016-0485

Automated adaptive selling. / Kaptein, Maurits; McFarland, Richard; Parvinen, Petri.

In: European Journal of Marketing, Vol. 52, No. 5/6, 2018, p. 1037-1059.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Automated adaptive selling

AU - Kaptein, Maurits

AU - McFarland, Richard

AU - Parvinen, Petri

PY - 2018

Y1 - 2018

N2 - PurposeThis paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.Design/methodology/approachThis paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies.FindingsThe results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used.Research limitations/implicationsThis paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices).Practical implicationsThe methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media).Originality/valueTo the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.

AB - PurposeThis paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.Design/methodology/approachThis paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies.FindingsThe results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used.Research limitations/implicationsThis paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices).Practical implicationsThe methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media).Originality/valueTo the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.

KW - Online retailing

KW - Adaptive selling

KW - e-selling

KW - ISTEA model

KW - Sales influence tactics

KW - RECOMMENDATION SYSTEMS

KW - INFLUENCE TACTICS

KW - PERSUASION

KW - PERFORMANCE

KW - CUSTOMER

KW - ONLINE

KW - PERSONALIZATION

KW - SALESPEOPLE

KW - MOTIVATION

KW - KNOWLEDGE

U2 - 10.1108/EJM-08-2016-0485

DO - 10.1108/EJM-08-2016-0485

M3 - Article

VL - 52

SP - 1037

EP - 1059

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 5/6

ER -