Students from the University of Liechtenstein have developed innovative business concepts in tandem with start-ups and small firms that aim to convey normal shopping experiences. These experiences from physical retail were transferred over to online channels.

The university points out that especially in Liechtenstein, many smaller companies produce and market products such as wine, beer, spirits, coffee or cosmetics by hand. These kinds of products appeal to a variety of senses, which also presents a marketing advantage for the manufacturers. However, in e-commerce this experience has not been replicated – until now, anyway. Due to the restrictions implemented over the course of the coronavirus pandemic, this situation became even more striking.

The students started to look for solutions that would be able to replicate the multisensory experience of normal shopping for digital retail channels. One group focused on playfully handling the products and blind tasting packages. Others dealt with the question of how to digitally transport or represent sensory impressions. For example, taste profiles were developed to accompany the digital presentation of products, while attempts were also made to create an emotional – i.e. sensory – bond by depicting the history and personality of the company founders.

“The students developed a variety of solutions for new business opportunities and innovative ways to market multisensory products from Liechtenstein”, comments Katharina Drechsler, who helped to design the course. The prototypes of such products developed by the students were handed over to the partner companies after the presentation at the university. These included 32peaks, Demmel Kaffee, Duatguat, HZ Weinbau, Liechtenkind, Prinzenbräu and Wicca's.

According to the press release, the Digital Business seminar is a contribution to the core issue of “Digitalization and Innovation” at the Institute of Information Systems at the University of Liechtenstein. It is run by Katharina Drechsler and Daniel Knapp, and overseen by Leona Chandra Kruse, Assistant Professor at the Chair of Information Systems and Innovation.

Back to overview