The NRW Ministry of Economic Affairs and the EU's European Regional Development Fund (ERDF) are funding the ON4OFF joint project with around 2.1 million euros.
Launched in January 2019, the ON4OFF research project is looking for an intelligent fusion of online and offline shopping with the help of machine learning. The aim is to strengthen the competitiveness of local retailers in North Rhine-Westphalia. The three-year project focuses on concepts and applications of artificial intelligence and machine learning in order to improve the dialog with customers who prefer to store in stores in their region.
The Hochschule Niederrhein is joined by other consortium partners from business and science, including Forschungszentrum Jülich, the University of Duisburg-Essen and Adesso AG. The Hochschule Niederrhein and its eWeb Research Center, headed by Prof. Dr. Gerrit Heinemann, are responsible for identifying applicable approaches in the project together with retail partner Parfümerie Pieper GmbH. In addition, the eWeb Research Center supports the testing of the ON4OFF system to be developed with test customers as well as the subsequent experimental implementation in the store and the transfer of ON4OFF to other industries.
You can find the latest news about ON4OFF on the website https://www.on-4-off.de/.
About us
Even today, more than 50% of customers look online before making an offline purchase. By 2020, the online share of total retail sales will increase from the current 9 percent to over 20 percent. So how can companies counter declining sales in brick-and-mortar stores and meet the future challenges in retail? The eWeb Research Center provides answers and knows what customers expect and want from multi-channel companies.
The core research areas of the eWeb Research Center are empirical social research for the analysis of online-induced purchasing behavior. In doing so, the competence center investigates the impact of changing buyer behavior on retail. Because only those who ask the right research questions can provide the right answers.
As part of its practical research, the eWeb Research Center combines multi-channel expert knowledge with business management know-how and researches the following questions:
People
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Reinarzstr. 49
Reinarzstr. 49
Field of teaching Business Administration, Management and Retail at the Faculty of Textile and Clothing Technology, head of the Master's degree program in Trade and Retail taught in English, author of several bestselling books on retail, e-commerce and omnichannel retailing, speaker and moderator at national and international conferences, Heinemann holds supervisory board positions in e-commerce and retail companies. Heinemann holds supervisory board positions in e-commerce and retail companies, was deputy chairman of the supervisory board of buch.de internetstores AG for many years and supports start-ups as an advisory board member, expert in online and multi-channel retailing, head of the eWeb Research Center.
Field of teaching Marketing and International Sales Management at the Faculty of Industrial Engineering of the Hochschule Niederrhein, core research areas in the fields of multi-channel retailing, buyer behavior and international aspects of marketing and retail, author of a number of articles in German and international journals as well as various book contributions, head and managing director of the eWeb Research Center.
Field of teaching business administration, in particular marketing and business statistics at the Faculty of Industrial Engineering at The Hochschule Niederrhein, core research areas in pricing, service marketing and strategy, consulting background in eCommerce and telecommunications, author of various articles in German and international journals as well as various book contributions, Head of eWeb Research Centre.
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