Nowadays, information on any kinds of products is availaible in excess. There is a lack of targeted information, such as to receive specific information about certain product groups. Certainly, there are some domains which are already more established than others, for example wine with Vivino.

The constantly developing needs and wishes of customers nowadays require special methods for satisfaction. This is where product advisory platforms come into play. However, an advisory platform is not built quite easily since the online customer experience is a complex and rather new topic. This bachelor thesis aims to find out how people inform themselves today within the internet when buying a product with many attributes and how they might in the near future. Moreover, the question of how an innovative and intelligent digital advice platform could be built is pursued.

The findings suggest that a product advisory platform nowadays has to cover many important aspects, such as to foresee the decision-making habits of their customers and a permanently available customer assistance. Moreover, the authors conclude that the four dimensions of the four-factor-model are essential for providing an excellent online customer experience, however they are strongly dependent on various circumstances. Consequently, it can be stated, that a successfully implemented platform which offers an excellent customer experience does not only lead to a higher conversion rate, but also serves as a competitive advantage.