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Beating the virtual maze: Bertelsmann’s Der Club offers navigation assistance to online shoppers
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One in three internet shopping trips is abandoned due to navigation problems.
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Up to one million users a month at www.derclub.de - clearly-presented online products and comprehensive service functions pay off.
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Hamburg, Germany, September 19th, 2005 –
Complex order processes and navigation difficulties are the number one reason why shoppers choose to abandon an online shop order. 33 percent of digital shoppers fail to complete an online order because they can’t find what they are looking for. 30 percent condemn overly complex order processes as the reason for abandoning a purchase transaction. These are the results of the study "Online shopping customer compass" carried out by novomind AG in collaboration with the F.A.Z. Institute. Bertelsmann’s Der Club online shop at www.derclub.de proves that there is a solution to these problems. With Der Club’s comprehensive service offerings and navigation assistance, visitors are guided through the media club site. They can even turn to a virtual sales assistant, Pia, for further assistance. The e-commerce technology and self-service functionality were developed and realized by the Hamburg-based software provider, novomind.
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A total of 38 percent of those who participated in the survey use the internet to order products or services. Almost three out of five shop online at least once a year.57 percent of customers would like to see virtual assistants online to provide additional information on the available product range, and 56 percent requested a shopping basket that allowed selected items to be stored for several days before deletion. Bertelsmann’s Der Club has responded to these needs. A virtual assistant guides users through the website, provides expert advice and displays relevant information on request. An additional service offering: users with items in existing shopping carts are offered the option of saving these items for a further three days after closing their internet browser.
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47 percent would like to see online shops offering "personal pages". www.derclub.de offers its customers the option of customizing the site according to their own personal product preferences. A positive experience on a shop site motivates 86 percent of internet users to return when selecting an online shop in future. 85 percent choose a shop based on how well the products are presented. Bertelsmann’s Der Club is a success story where the figures speak for themselves: a million or so visitors a month and up to 70 percent conversion rate from new customers to returning customers.
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novomind AG is the leading provider of digital customer communication solutions enabling optimized processes and lower costs. novomind’s products and solutions offer future-oriented customer service, competent, personalized communication and boost customer administration to achieve a more rapid return on investment and long-term, sustainable customer loyalty. The product department’s portfolio includes e-mail management systems, as well as virtual customer services assistants and systems for interactive communication in real time. The novomind services department develops complex e-business applications, including scalable online shop solutions. Leading companies from across the market sectors - including Citibank, Bertelsmann Der Club, EnBW, Mexx, Otto and Travelocity, as well as public sector representatives such as the German Federal Ministry of Health and Social Security (BMGS) - have already successfully implemented novomind systems to boost customer loyalty, turnover and public relations.
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