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Integration of online and offline shopping falls short


One in three Germans wants improved integration of shopping channels Cross device commerce is only beginning to emerge
Customers support blending online and offline commerce    
German businesses are neglecting e-commerce potential. Despite modern smartphones, consumers are often unable to buy products at the places where they become aware of offers because there is no direct link to an eShop. This costs traders valuable business from impulse buyers: over a third of Germans, for example, would like to be able to link directly to an online shop from an outdoor advertisement (cross-device commerce). These are the findings of a representative online survey carried out on behalf of novomind.

Cross-device commerce still in its infancy    
Cross-device commerce and the merging of online and offline worlds are only beginning to make an impact. Sellers might link smartphone users from advertisements to more in-depth product information via “QR codes”. One in four smartphone-owning Germans uses this square symbol regularly to access additional information. However, the eCommerce sector has yet to deploy e-shops and apps combined with advertising space or screens in brick-and-mortar shops as part of an integrated approach.

Stronger integration of technical processes sought
What retailers and producers lack most is stronger integration when it comes to technical background processes. “The customer touchpoint should have no bearing on shop management, product information management and all the other backend processes,” says Peter Wiedekamm, chairman of novomind. “Whether products are offered at brick-and-mortar shops, through outdoor kiosk systems at bus stops, via a smartphone, tablet or desktop computer – all the behind-the-scenes processes should operate as one system regardless,” adds Wiedekamm.

novomind unveils new prototype at the German Mail Order Congress
From 5 to 6 October 2011, novomind will be at the German Mail Order Congress exhibiting its advanced AR@CDC concept: augmented reality integrated with cross-device commerce. The online world in the shape of e-shops and apps, and the offline world in the form of augmented-reality technology provide one seamless solution. Visitors will find the live presentation at Booth F89 in the first-floor foyer.

Background information    
The press release is based on an online survey conducted for novomind in September, in which 1002 respondents participated. The survey results were extrapolated to produce conclusions representative of the population.

novomind AG
Since 1999, Hamburg company novomind has been developing innovative e-business solutions for the modern Internet world in four e-business disciplines: e-commerce (e-shops and zoom server), ePDM (electronic product management), e-marketplace (marketplace integration) and e-communication (solutions for contact and service centres).

novomind is a European technology leader in every service segment and covers the whole digital value-adding chain in retail and electronic customer communication. The Hamburg-based software house is the fastest growing company in the fields of electronic customer communication and mail management.

novomind also provides comprehensive consultancy services for people choosing a suitable IT system for e-commerce. Established licence software like IBM WebSphere Commerce Server is considered, as are custom-made novomind solutions based on novomind iSHOP.

novomind AG is currently assisting more than 80 companies including Der Club Bertelsmann, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.



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novomind AG
Bramfelder Chaussee 45
22177 Hamburg

Tel.: +49.40.80 80 71 - 0
Fax: +49.40.80 80 71 - 100



Thank you for your interest in novomind E-Business solutions.


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