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Print vs. Online in retailing – how consumer habits have changed

Vortrag von Dr. Kai Hudetz
by

ECC Köln

on 24 September 2012

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Transcript of Print vs. Online in retailing – how consumer habits have changed

To which degree are brands
able to influence their image? Social Commerce
will be normality Thank you for your attention! Dr. Kai Hudetz
IfH Institut für Handelsforschung GmbH
Dürener Straße 401 b
50858 Köln
Phone: +49 (0)221 943607-70
Fax: +49 (0)221 943607-59
Mail: k.hudetz@ifhkoeln.de Mobil Commerce
is coming Print vs. Online in retailing –
how consumer habits have changed I. Social Commerce will be normality II. Mobil Commerce is coming III. The internet becomes regional Four basic theses about the future of Multi-Channel: IV. Print remains an important driver V. Summary Question: How often do you use these social networks?
Legend: 61.1 per cent of the early adopters use social networks several times a day.
Basis: N = 613 (internet representativ); N = 442 (early adopters).
Source: ECC Handel and KPMG: Preisportale, Couponing, soziale Netzwerke – der Einfluss aktueller online-Trends auf das Kaufverhalten, 2011. The use of social networks For Example: Facebook Brand-Tagging: 900 millions testimonials Giving up the power over the brand =
higher potential for recommendations? Did you already receive recommendations from friends for products or services via social networks? Analysis of the potential and challenges of Mobile Commerce in Germany:
Status quo of usage of Smartphones and Tablet-PCs for information research, purchase and payment,
Connection of Mobile Commerce and retail stores,
Investigation about which factors influence the success of M-Commerce-Engagements.

The study was realized in cooperation with Shopgate and PayPal.

A free copy of the study can be downloaded under the adjacent QR-Code or under the following link: www.ecc- handel.de Mobile Commerce in Germany –
The Role of Smartphones in the Buying Process Question: Have you at least once used your tablet for this purpose?/Have you at least once used your Smartphone for this purpose?
Legend: 82.4 per cent of respondents have at least once used their Smartphone for information research.
Basis: N = 1,011 (smartphone-usage); n = 244 (tablet-usage).
Source: ECC Handel, PayPal and Shopgate: Mobile Commerce in Deutschland – Die Rolle des Smartphones im Kaufprozess, 2012. Use of mobile devices in the buying process Question: How often do you use your smartphone for this purpose?
Legend: 34.9 per cent of respondents use their smartphones several times a week for information research about prices.
Basis: N = 1,011 (smartphone-usage).
Source: ECC Handel, PayPal and Shopgate: Mobile Commerce in Deutschland – Die Rolle des Smartphones im Kaufprozess, 2012. Σ Use of smartphones for information research Question: How often do you experience one of the following situations? (persons, who display this behavior several times a month)?
Legend: 29.9 per cent of respondents use their computer or laptop to purchase goods at an Online-Shop, after having used their smartphone for information research several times a month.
Basis: N = 1,011.
Source: ECC Handel and Hybris GmbH: Von Multi-Channel zu Cross-Channel, 2011. 12 After looking up information with the smartphone, often the order is placed using a computer or laptop The Smartphone as the link between offline and online 13 The internet becomes regional Question: Have you ever searched for a local retail store online to take a look at a certain product?
Legend: 58.7 per cent of respondents have searched for a local store online to have a look at a certain product there.
Basis: N = 1,009.
Source: ECC Handel and KPMG: Preisportale, Couponing, soziale Netzwerke – der Einfluss aktueller online-Trends auf das Kaufverhalten, 2011. Purchase at a regional retailer Have you ever searched for a local retail store online to take a look at a certain product? Reasons for processing a purchase in retail stores after an information search in the internet Question: What was your motivation to not purchase over the internet, but at a local store?
Legend: 13.4 per cent of respondents bought the product in the store because that was faster then ordering it of the internet.
Basis: N = 337 purchases in local stores, multiple answers permitted.
Source: ECC Handel and Hybris GmbH: Von Multi-Channel zu Cross-Channel, 2011. Direct availability – the location counts Walmart goes local on Facebook Print remains an important driver The catalogue is dead.
Long live the catalogue. Legend: For 16.5 per cent of purchases at an online shop, the information research at a print catalogue of the supplier gave the impulse to order via that supplier.
These orders constitute 19.5 per cent of the revenue of the online shops.
Source: ECC Handel and Hybris GmbH: Von Multi-Channel zu Cross-Channel, 2011. The print catalogue triggers transaction impulses for retail stores and online shops Non-availability of products in the catalogue If it wouldn‘t be possible, to purchase the products of this supplier via catalogue, I would have… Reasons for processing a purchase in an online shop after an information search in a catalogue Summary Cross-Channel-Management will be an important topic for almost all brick and mortar businesses From Multi-Channel to Cross-Channel –
The Transformation of Consumer Buying Behaviour This is the fifth study by the ECC Handel about Multi-Channel-Behaviour of Consumers since 2002 and was realized in cooperation with hybris GmbH.

English Executive Summary available under the following QR-Code: We assess your performance, understand and optimize it! IfH Institut für Handelsforschung GmbH
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