Page 4 - AeM_Nov_2018

RESEARCH, ANALYSIS & TRENDS

Shopping 4.0: Creating cross-channel shopping

experiences for the customer of tomorrow

Convenience, online affinity and curiosity, are the meet the current needs of the respective visitor, hence,
characteristics of tomorrow’s customers, demanding have the highest relevance for him. This guarantees an
investments in a cross-channel customer approach from individual shopping experience.
online retailers. Certainly, it is easy to create a web
shop today, using various tools on the Internet, good Trend 2: Positioning mobile well
product ideas and a functional shop system alone are
no longer enough for a successful online business. With Whether tablet or smartphone, 'mobile' is and remains
the enormous changes in purchasing behavior, one of the most relevant trends in e-commerce. More
customer demands are shifting at the same time. The and more people are taking advantage of the
more it is important to be ahead of the times to prepare opportunity to shop mobile anywhere, anytime and are
for the following trends: now making almost as many transactions on their
mobile as they do on their desktop PC. Unfortunately,
Trend 1: A personalized online shop for every mobile shopping experiences offered by businesses
customer are often falling short of the current zeitgeist of
digitization. For this reason, online retailers should
Personalization is becoming a must-have for any online quickly start to customize their web sites user-friendly
store for a good reason: Customers no longer want to for mobile devices. For companies that have already
be anonymous in connection with a company. They overcome this hurdle and provide mobile shopping
want online shops that respond specifically to their options, it is important to combine the individual
needs and pick them up with individual content on a channels for a consistent, seamless shopping
personal and emotional level. A true individualization, experience.
which equals the personal sales talk at the point of sale
(POS), can be implemented through intelligent, Trend 3: Augmented Reality (AR) & Virtual Reality
disruptive technologies. Operational Intelligence, for (VR)
example, enables data-driven and fully automated
distribution of individual content and a personalized Augmented reality (AR) is innovative and almost
online shop structure for each visitor. On the basis of mainstream now, since this trend provides a solution to
different data, which are situational in origin, a separate, a big problem in e-commerce, namely trying out and
individually relevant shop is created for each customer trying on products. Where the in-store shopping had an
by means of prescriptive analysis. There, products and advantage, online commerce is now keeping up.
content are placed and sorted in such a way that they Through innovative applications, the customer is now

4 November 2018 - Email Marketing & E-Commerce