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Internet shopping: thrift is out
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Good experiences outweigh price
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Terms of delivery and payment methods take priority
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Hamburg, Germany, August 28th, 2006 –
Online buyers in Germany draw on experience in their choice of e-shop: a good third go for platforms that are practical to use. The value-for-money ratio plays an equally important role in the decision to buy. The surprise: the lowest price is no longer the deciding factor even for every fifth consumer. These are some of the findings of the survey E-Shopping - was Kunden wirklich wollen (E-shopping - what customers really want), that was conducted by novomind AG in collaboration with wiwo.de and handelsblatt.com.
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Women especially are motivated by practical experience: 39 per cent order from suppliers that have either been recommended by people they know or have provided them with a good service in the past. With men, on the other hand, the best value-for-money ratio is the prime factor in their choice of shop, as 37 per cent of respondent male customers stated. With regard to age groups, a balanced cost/benefit ratio is what matters most to the 50-plus generation. Every second respondent between the ages of 51 and 60 will order according to value for money, while only one in three 14 to 20-year-olds make that their priority.
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There are clear differences of opinion on the question of whether or not to buy from the seller offering the lowest price. This factor simply does not come into the equation with 14 to 20-year-olds, while 29 per cent of 21 to 30-year-olds make their buying decisions dependent on the cheapest offer. All in all, price comes off very poorly as an isolated factor regardless of age or sex. Only 16 per cent respond to the catchword "Geiz" (thrift) much propagated on the German market.
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The choice of online shop does depend to a great extent, however, on the quality of service. Three-quarters of respondents attach special importance to good delivery terms and conditions. In contrast with sales over the shop counter, the transfer of goods is naturally a more important aspect of buying on the Internet, which is why 85 per cent of female customers look for problem-free delivery of the e-shop articles they buy. This also applies to 73 per cent of men. Also important: transfer of money. A reliable payment system is what 58 per cent of respondents wanted. Here, too, women online shoppers, at 65 per cent, attach above-average importance to security.
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The latest survey from novomind, E-Shopping-Trend 2006, was conducted between May and June 2006 in collaboration with wiwo.de and handelsblatt.com. The main focus of the survey was the question of where the current trends in e-shopping and virtual marketplaces lie. The online questionnaire was completed by 506 end customers.
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novomind is a software developer in Hamburg and the fastest-growing company in the field of electronic customer communications and mail management. As the leading provider of innovative solutions for digital customer communications, novomind AG provides software for service-oriented and personalised customer dealings. The software not only optimises efficiency in customer administration significantly, it also gives the user a faster return on investment. The portfolio of the Products division includes the novomind Self Service Suite™. The software package contains all the communication modules necessary for a customer service centre on a central knowledge basis: e-mail management, virtual customer consulting and systems for interactive, real-time communication. The novomind AG Services division implements complex e-business applications. More than 40 major companies have already decided in favour of novomind technology, among them Citibank, Otto, Yello Strom and the German pension institution Deutsche Rentenversicherung Bund. Club Bertelsmann, EnBW and Mexx as well as public-sector users, such as the German Bundestag (parliament) and the German Department of Trade and Industry, have already successfully introduced novomind systems to optimise their customer communications, turnover and PR.
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