Mouse click revenge: why customers buy on the Internet
Stressed-out sales assistants, limited choice and one-sided product information - 36 per cent of all online shoppers are dissatisfied with traditional stores and prefer to buy goods and services on the Internet. Buyers also feel relatively helpless in shopping centres and shopping miles where they are exposed to the persuasive skills of the sales assistants. Nearly 30 per cent of consumers want to avoid city-centre stress and switch to virtual shops, where they enjoy the feeling of being able to browse and order anonymously, without being influenced by store staff. That’s why two out of three customers prefer to order online.
These are the findings of the survey "Buyer typologies on the Internet - sales stimulation through fulfilled buying motives" conducted by novomind AG in collaboration with wiwo.de and handelsblatt.com.
Shop frustration sends e-commerce laypeople onto the Internet
The revenge motive is particularly strong in the largest Internet buyer typology group. Nearly 30 per cent of online shoppers can be classed as so-called "restrained e-commerce laypeople". Their buying behaviour is chiefly governed by a need for autonomy, security and self-determination. Some 37 per cent get a stronger sense of freedom to act and of having a better negotiating position when shopping by mouse click instead of at a store. The pure enjoyment of online shopping, on the other hand, plays a less significant role with them. Restrained e-commerce laypeople are only seldom attracted by the risk connected with the price dynamics of online auctions, for example. They will only occasionally buy on an impulse and they perceive going online simply as being the better alternative. At the same time, they will make particularly intensive use of the online offering. This type surfs the Internet for an average 3.6 hours a day - longer than any other group of buyers.
Help to self-assistance: online shoppers inform themselves anonymously
The "restrained e-commerce layperson" is particularly interested in ensuring the soundness of a buying decision - more so than other buyer groups. To this end, every second online buyer bases decisions on order lists and other surfers’ product ratings. They do not appreciate obtrusive sales assistance online any more than they do in stores. As they want to find their way around the virtual product range quickly, half of all Internet users like online shops to be clearly structured. Those consumers who have been driven online by the retail trade consequently attach greater importance to user-friendliness and technically sophisticated service functions than to traders’ promotion offensives.
novomind AG: innovative software for professional customer communications
The novomind Services division specialises in modern software solutions for electronic telecommerce (e-commerce). Consulting, implementation and operational support in the fields of e-shopping, PIM and marketplace integration together lead to tailor-made e-commerce solutions for novomind customers - manufacturer-independent, individual and successful.
Integratability, scalability and availability of systems are as much a prime focus, therefore, as pragmatic project management and fast software-development cycles.
novomind’s technological partners include: Intershop, IBM, Oracle and hybris.
The novomind clientele includes: Der Club Bertelsmann, buecher.de, Otto-Group, Mexx, Ernsting’s family, Media-Saturn, s.Oliver and Weltbild.
The Products division portfolio features, among other things, the novomind Self Service Suite. This software package contains all the necessary communication modules a customer service centre needs, based on a central knowledge database.
03 Apr 2008