Four out of ten Germans buy on the Internet at least ten times a year
E-shops are increasingly called upon to improve their product presentation
Online shopping is becoming to the norm
People who buy on the Internet do so regularly. Over the past 12 months, 44 per cent of the more than 35 million online buyers have made more than ten purchases via the Internet. It is rare, on the other hand, to find people who make at the most one or two online purchases in a year. As more and more people turn to online shopping, the demands on Internet retailers increase. Customers expect better service and new functions. The shops that benefit most are those not content to continue with their existing technological set-up, but instead continually upgrade their systems. These are the findings of a new trend study on product information management in e-commerce conducted by novomind.
Detailed and extensive product information encourages customers to buy
E-shop operators who present their products as realistically as possible online, and always keep their customers up to date, prompt more visitors to buy. For 63 per cent of online customers, detailed descriptions can be a deciding factor in whether or not they buy. More than half of online shoppers would also like to know when the merchandise can be delivered before they place an order. In addition to this, consumers want to see the product from all sides. They are also interested in other customers’ independent opinions of the goods and attach great importance to the language used being easy to understand.
Product presentation will be even more important to the young generation
Looking to the future, in particular, the e-shop operators need to adapt their product information management to tomorrow’s target group, which expects a much higher standard of product presentation than the older generations. Although an average 40 per cent of all online shoppers were very happy with the product information available the last time they bought – both in terms of detail and comprehensibility – today’s 14 to 20-year-olds are far more critical when it comes to the amount of information provided. Of this demographic, roughly 70 per cent were not entirely satisfied with the way the product was presented.
The 2011 PIM trend study “Product information as a sales driver in online shops” is based on a consumer survey conducted in May and June, in which 1,069 Germans who had shopped online in the previous 12 months answered questions on their online shopping habits. The central focus of the study was the extent to which product information management influences online buying.
innovative solutions for modern e-business systems and professional customer communications 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), PIM (product information 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.
novomind develops the tools for companies to set up central product databases to generate, process and manage product information (PIM). Now the IT service provider has developed novomind iPIM, a standard-enterprise B2C PIM solution, for the speedy integration of central and leading product databases into a company’s operations.
novomind AG is currently assisting more than 80 companies including Targobank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.