In Internet purchasing, what really counts is what others buy and approve
Forums and online customer areas are opinion leaders in Internet shopping
A good 70 per cent of Internet shoppers follow other people’s verdicts for deciding on their purchases. The basis for their product selection is, above all, the opinions and assessments in forums, and in the customer areas of online shops. Some 54 per cent of surfers make their purchasing decisions based on high sales rankings and positive user assessments; 27 per cent are guided by opinions from their personal circle in the real world. This means that a buyer’s social environment has less influence on Internet purchase decisions than evaluations within the virtual sphere. These results were obtained by the study "Buyer typologies on the Internet - Sales stimulation by satisfied shopping motives", by novomind, in cooperation with wiwo.de and handelsblatt.com.
Shopping on the Internet offers fabulous freedom of choice
The study shows that the social safeguarding of the purchasing decision is a critical motive of selection on the Internet. However, online shoppers perceive themselves differently: 72 per cent of surfers believe that they compare numerous offers on the Internet, and autonomously make the best choice. Similarly, in virtual marketplaces such as eBay or Amazon, 43 per cent have the feeling that they shop more freely and with less outside influence than at a retailer. A total of 16 per cent of Internet shoppers feel they are under pressure from salespersons in real shops. In contrast, online recommendations, virtual advisers of online shops or reports of the experience of other buyers can be called up at will, without seeming pushy. Around 70 per cent of online shoppers find that the anonymous and uncomplicated access to information and offers is particularly agreeable.
Online shoppers are purposeful in access
However, almost no Internet users enter the virtual marketplaces purely for a relaxed look around. Only 15 per cent of surfers are simply looking for inspiration when viewing products. Nearly 40 per cent think they find the right product quickly and reliably on the Internet. One in six then actually decides spontaneously on a product, even if a similar immediate purchase has already turned out to be a mistake in the past.
novomind AG: innovative software for professional customer communications
Hamburg-based software company novomind is the fastest-growing company in the fields of electronic customer communication and mail management. As a leading provider of innovative solutions for digital customer communication, novomind AG offers software for service-based, personalised interaction with customers. This achieves noticeable increases in the efficiency of customer administration, as well as a fast return on investment. The service portfolio of the Products Business Unit includes the novomind Self Service Suite. This software package contains all of the communication modules required for a customer service centre, which revolve around a central knowledge base: e-mail management, virtual customer consulting and systems for interactive real-time communication. In its Services Business Unit, novomind AG implements complex eBusiness applications. More than 40 big-name companies have already opted for novomind technology, including Citibank, Otto and the Deutsche Rentenversicherung Bund (German Pensions Association). Club Bertelsmann, EnBW and Mexx, as well as public sector institutions such as the German Bundestag and the Federal Ministry of Economics, are already using novomind systems successfully to back up their customer communication, increase their turnover and improve their public relations.