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PIM News
13 Dec 2011

E-shops neglect impulse buyers

Lack of decision-making aids hinders spontaneous purchases

HD-quality product information attracts occasional shoppers

Impulse buyers complain that production info is too generalised    
Online retailers are underestimating the sales that can potentially be generated from spontaneous buyers. Two-thirds of undecided Internet shoppers would like to see more details, such as visually appealing product presentations. If companies skimp on attention-grabbing buying incentives, impulse shoppers’ trolleys remain empty. These are the results of a recent trend survey on product information management in e-commerce by novomind.

Undecided buyers need decision-making aids    
A survey by Braunschweig Technical University found that one in four online purchases are unplanned. Spontaneous purchases are commonplace on the Internet, especially in the fashion segment. E-shop operators can help visitors who do not have specific buying intentions to find a suitable product, thus building on potential sales from impulse buyers. For example, a greater number of images allows people to get more of a feel for products, as do style tips. Suggestions about complementary products, statements about how many products are still available, and comments from other shoppers – all these help potential shoppers to make decisions.

HD-quality product data provides the necessary look & feel    
This kind of product presentation does, however, require lots of information from a variety of different sources. “The product should be given the right look & feel using lots of different information. Customers also need incentives to tell them why it is a good idea to buy that product now,” says Markus Rohmeyer, member of management and PIM divisional director at novomind. This raises the demands placed on PIM systems in e-commerce. “If data is to be provided in this HD quality, it is important that shop managers have access to all the sources and can organise all the data centrally,” says Rohmeyer.

Background information
The 2011 PIM trend survey “Product information as a sales driver in online shops” is the result of a consumer poll which asked 1,069 Germans who have shopped online during the past twelve months about their shopping habits in the Internet. The survey focuses on the influence product information management has on buying at online shops.

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), 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 Der Club Bertelsmann, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.