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Shop News
02 Mar 2010

E-shop managers waste too much time on IT

Outdated software slows down e-commerce business

novomind iSHOP: easy-to-use technology frees up shop operators for other tasks

Shop operators do more window-dressing than selling    
E-shop managers spend more time on IT than on actual selling. The reason for this is that their software systems are too old. Above all, they lack user-friendly tools that simplify the advance planning of marketing campaigns. Shop operators generally have to have their websites reprogrammed – a complex business – because they don’t have the technology to place the desired articles in the desired spot at the click of a mouse. What’s more, with their current shop set-ups, e-commerce pros all too often take a do-it-yourself approach to adapting product data for promotions and, in doing so, squander sales potential because their online agents are acting more as Internet window-dressers than sellers. These are the findings of a recent market survey conducted by novomind.

Urgent need for e-shop IT upgrades   
Technological solutions and new software architectures for making online selling more efficient already exist, but the e-commerce industry is still faced with extensive modernisation on their e-shopping systems. Hardly any of the big online retailers have overhauled their shop IT significantly in the past ten years. Many established e-shops have simply added on the latest technology modules. The result: increasingly complex data management and user-hostile functions. Both slow growth in online sales because they leave too little time for the proper planning of marketing activities.

Intuitive operation simplifies shop management
“Shop operators need to be in a position to launch campaigns and promotional Web pages in real time – without a profound knowledge of IT or time-consuming procedures for changing product details,” says Thomas Köhler, Managing Director of novomind iSHOP GmbH. For its e-shop platform, this joint venture between OTTO and novomind uses a newly developed concept with young technology. So now shop operators can forget about the technical side of the business thanks to new features and simple processes. These include drag & drop functions, for example, and a campaign overview that lets shop managers display their websites’ plans for the year in a timeline. This frees up a great deal of time for online sales specialists to deal with their actual jobs, for instance reconciling newsletter contents with the product range on their shop sites.

novomind iSHOP GmbH
OTTO has put four of its e-shops online with novomind iSHOP in the past twelve months, during which the OTTO Russia pilot project was followed by the specialist shops, and As partners, novomind and OTTO can pool and make the most of their knowledge of e-commerce. The platform for their joint venture is novomind iSHOP GmbH.
novomind at CeBIT 2010   
novomind will be demonstrating the concept behind novomind iSHOP from 2 to 6 March at CeBIT 2010 – at the hamburg@work stand it will be sharing with other exhibitors: stand G08 in hall 6.