Chemist goes sports shop:online markets broaden their mix
Cooperation with thriving e-shop is good for brand-name producers
Customers look for a broad range of goods
Marketplace product range: a broad sales mix alone is often not enough
It is currently en vogue with German online shops to stock a broad mix of products. Role models here are big, successful online shops like ebay.de, otto.de and tchibo.de, which are well known for offering e-shoppers a veritable cornucopia of merchandise. When 73 per cent of potential online buyers think of Hamburg coffee roaster Tchibo, fashion accessories spring to mind and nearly 60 per cent see tchibo.de as a sports outfitter. But observation of the market reveals that a broad sales mix is not enough in itself to be successful on a competitive market. These are the findings of the representative survey Marketplace Product Ranges, which was conducted for novomind.
Customer awareness of the Internet platform is the deciding factor
Schlecker, a German chain of high-street drugstores, for instance, has set up 24 individual shops with a broad range of goods on its Internet marketplace, schlecker.de, but the majority of virtual bargain hunters does not take advantage of these shopping options. The discount drugstore chain is only known to a meagre six per cent of online customers as an e-shop for home accessories, for instance. Only three per cent of respondents knew that they could buy sports and casual clothing from Schlecker via mail order.
novomind iPOEM™ makes marketplace integration possible
A good way for brand-name producers to improve their market prospects is to expand their online sales space in partnership with the big shopping centres on the Web. Inclusion on otto.de, quelle.de or neckermann.de is an obvious choice for the sports and casual clothing segment. Some 80 per cent of the customers for this product group are familiar with these big portals. The standardised solution package comprising consulting and software, novomind iPOEM™, provides
Background information
The study Marketplace Product Ranges - Which Internet Marketplaces Offer Brand-Name Producers the Biggest Sales Potential - represents the results of an online survey that was conducted on behalf of novomind AG. In the first comprehensive survey on this subject, an analysis was carried out of which products online shoppers think feature on well-known Internet marketplaces and where they expect to find the widest selection. The results were related to different target groups according to various sociodemographic criteria. One thousand and nine online shoppers took part in the survey.
novomind AG: innovative software for professional customer communication and Internet systems
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.