The very first transaction through an online shop? That was in 1994 on the US marketplace Netmarket. Payment was made online by credit card and the object of the request was a CD from Sting.
The very first transaction through an online shop? That was in 1994 on the US marketplace Netmarket. Payment was made online by credit card and the object of the request was a CD from Sting.
Today, after almost 30 years, we have really grooved ourselves in terms of online shopping. We are professionals in research, compare prices at record speed and analyze customer ratings with an expert eye. For retailers and manufacturers, we consumers are a real challenge. That is why it is essential to know: when does it click with us and when are we gone straight away? A question that atrify got to the bottom of in a large-scale study together with ECC Cologne in autumn 2020.
The (r) evolutionary stages of product data
Our grandparents bought based on availability. Our parents bought brands. And we? We buy experiences. And that is exactly what the current study "(R) evolution from Master Data Management to Product Experience Management" is about . It was examined what requirements customers have for product information in order to make a purchase decision. And the requirements are becoming more and more complex. The ideal standard program of product information is no longer sufficient. Rather, it is important to raise the issue to a strategic level in order to provide customers with a shopping experience with high-quality and trustworthy product information. Because this is the only way to make a shoe or a new after-shave or a leash for the dog.
According to the 2020 study, which product information ensures a shopping experience?
- Detailed product descriptions - including nutritional information
- High quality pictures and videos
- User stories and customer ratings
- Labels and certificates
- Additional recommendation of equivalent products or suitable accessories
- Prices, delivery times and article numbers
- Language selection or a translation of the description at a high level
What makes a good online shop?
As a result of the corona pandemic, brick-and-mortar retail has shifted even more to the online channel. Fast moving consumer goods in particular are booming online. For example, cosmetics, pet supplies or garden tools. But why do customers migrate from dealer A and prefer to buy from dealer B, even though the product is the same for the same price?
According to the 2020 study, order:
- 77% of those surveyed prefer FMCG products in an online shop that provides extensive product information.
- For 65% it is crucial that information is consistent across many sources.
- 63% consider an online shop with little product information to be untrustworthy.
- 63% of those surveyed say that good product images make a purchase decision. Especially when it comes to games or handicraft supplies (79%), hardware store items (74%) or garden tools and garden equipment (76%).
One last thing: 27% of consumers: by the way, indoors pay less attention to the price if the pictures and the presentation in the online shop are particularly appealing. Often a product is sold at the same time by several suppliers. That is why the product content must be communicated uniformly everywhere. Therefore, it is essential to consider search engines, price comparison sites, test reports and blogs!
Speaking of blog: The next blog post on the aftify and ECC Cologne study will appear next week. Then it comes to the topic of "Get out of Master Data Management" .
You read from us!
All results of the 2020 study "(R) evolution from Master Data Management to Product Experience Management"
Where are the most abandoned purchases and how can you ensure a first-class shopping experience? If you want to know exactly, you can now download the entire study for only 199.00 euros .
