Mr. Grötsch, how have requirements for an online shop changed in the last few years?
The online shop is no longer the only channel in interactive commerce. Today, retailers and manufacturers must see it as part of an integrated marketing, sales and service strategy for their brand.
The standard shop is made up of product pages, price and checkout interfaces with a purchase function that can be personalized to attract and retain customers in the long term. Customer engagement platforms offer users an excellent advisory and purchasing experience always and on all channels. To achieve this, companies must place their customers in the center of their digital strategy - driven by data. E-commerce is not a standalone system and challenges in customer relationship management (CRM), content management (CMS), product data management (PIM), usability (UI/UX) and storytelling (Content Marketing) become relevant.
The checkout is the supreme discipline for the conception of a web shop. After all, if it takes too long or is uncomfortable for the customer, sales contracts are broken off. How do you solve this problem?
The keyword is usability. What does the user want and how can he or she avoid aborted purchases? Mobile optimization and guest checkout (buying without an account) are only two options. The possibility of voluntarily creating an account based on the entered data at the end of the checkout instead of at the beginning of the checkout also reduces the number of aborted purchases. Address and payment data entered should also be checked live for errors and fraud.
If the user has a wide range of payment and shipping options and can leave delivery and invoice data quickly and conveniently in just a few steps both on the desktop and on the move, the checkout does not stand in the way of concluding the purchase.
What will you present at EuroCIS 2018?
More than 12 years of know-how in strategic consulting as well as the development and implementation of innovative digital concepts for companies with demanding, in some cases multinational digital projects – for example for Würth, Music Store, BayWa, Swarovski, Cornelsen, EMP and BILD.
We also provide an insight into the B2B platform of Messe Düsseldorf GmbH. Using our solution based on SAP Hybris, exhibitors can obtain all trade fair services from a central marketplace.