The e-commerce branch encompasses all digital business traffic and is a branch for the future. Big players, such as Amazon, eBay or Alibaba are leading the way: if you want to sell products in the internet successfully, you need more than just a pretty online shop.
Progress is not stopping for B2B companies either, quite the opposite: the digital transformation is increasingly putting pressure on B2B companies to address the topic of e-commerce and online sales. In this context, e-commerce is not limited purely to sales, but also includes the customer journey, which begins with the marketing of a product and continues after the completion of a transaction.
Marriage scam instead of true love – this is how modern advertising is compared to classic advertising in the article “Die Bemühung” (The Endeavour) on brandeins.de. While we used to court each other as though we were at a dance in the 50s, today we’re bombarded with messages like at a techno parade. But it … Continue reading "Disappointment – The Dark Side of Emotionalisation"
Fab have once again dared a change in business model, which has been declared a new beginning. This can now be seen in their shop: gone is the trendy kitsch, along with the funny home accessories. Instead, a “partner for sophisticated tailored furniture solutions” awaits the visitor. Their competence for shelving and table systems is … Continue reading "Fab Buries European Business – Apart from Customised Furniture"
Female, or rather gender commerce, is more than just a trendy topic. Online shops, which focus on a specific target group, also have to be optimised for gender specific requirements. For instance, it behoves a company where 90 percent of the turnover comes from women, to concentrate on the needs of female customers as part … Continue reading "Gender Commerce: Top Brands Excite Men and Women"
Multichannel is controversial, to put it mildly. Everyone who has dealt with online trade knows this. The taz column which came out recently, The next big thing im WTF-Marketing brings the concerns of critics to a point with a sharp tongue. US magazine “The Atlantic” deals with tech future trends and was happy to take … Continue reading "Young people on shopping: will multichannel soon be reality?"
The coverage of business pages on Facebook has been perceptibly sinking for some time. Why this is the case should be discussed elsewhere. What is more interesting is what businesses can do to become more relevant. (Enterprises lose reach on Facebook: The organic reach of contents of Facebook business sites (in % of fans)
When it comes to animating customers, the key word ‘emotionalisation’ is often heard in e-commerce. Whenever it is about conjuring a smile to the customer’s lips, the buzz word comes up most often by pure players, such as Fab (“smiles guaranteed”). But why? It is because we want to get rid of the image of … Continue reading "More than a USP: Emotionalisation in E-Commerce"
The growing spread of mobile end devices has permanently influenced the B2B sector. Already today, for instance, smartphones are not to be wished away from the everyday workday of tradesmen, whether as a navigation device, digital spirit level, or an electronic logbook. Thanks to the camera, photos of equipment in need of repair can be … Continue reading "Deploying Mobile End Devices in B2B"
The national association of e-commerce and shipping trade Germany (bevh) started an initiative for the topic sustainability this year. According to the association, around 35 percent of all member companies are already committed to sustainability and accept corporate responsibility for the environment and for society. The associated task force has already met:
What does an online shop in B2B have to be able to offer? What differentiates B2B e-commerce from B2C? The basic criteria can be summarised as six challenges: The shop is aimed at smaller, homogenous user groups B2B shops are often used by the same customers for the same products The emphasis is therefore on … Continue reading "6 Challenges for online shops in B2B e-commerce"
The trend towards personalisation in e-commerce is picking up speed. It isn’t just been about location anymore. Customer address, as well as prices and products shown in the shop are increasingly being adjusted according to the situation and preferences of the customer. For instance, shops are optimised for the gender shopping there most often, prices … Continue reading "4 Ideas for more Personalisation in E-Commerce"