Prudsys AG on Sales Lever Realtime Personalisation: Recommendation is the New Search

Prudsys LogoPersonalisation is the most effective promotional measure, and the most important investment topic in e-commerce. Nearly every online shop uses product recommendations, which take the interests of the user into account. True to the motto >>Recommendation is the New Search<< today’s shop visitors don’t want to look for a specific product, they want to be found by the right product.

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Rocket delivery and curated shopping: how we imagined the shopping of the future in 1961

Following the first mobile phone advertisement, we are happy to indulge in a bit of e-commerce nostalgia. The US telecommunications company AT & T conjured up this 1961 video from their archives, depicting life in a future digital world. Some ideas from the section about the future of shopping should seem familiar to us:

So the woman of tomorrow talks about fashion with a shop assistant via a telephone-integrated screen (the internet?). Curated Shopping sends its greetings.

The topic – same day delivery – is also to be seen: delivery takes place via rocket. Even back then it was clear that the people of the future would want to have their order delivered as quickly as possible.

Via scientificamerican.com

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Tracking and Smartphone – Spam – Why Customers Reject Beacons

Beacon
photo: Jim Sorbie

Beacons can exchange data with smartphones and other smart objects via energy saving Bluetooth in a radius of up to 30 metre. Nothing other than the hope of saving stationary trade is built on this fact.

Beacons are usable in diverse ways: as an alternative to mobile payment and NFC. Apart from that, customers can receive personalised offers on their smartphone and are lead to the product via in store tracking.

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There are many paths to the emotional customer approach

Thinking about emotion in e-commerce, it is easy to get caught up in clichés: Happiness and the mood for shopping always appear to go hand in hand. This may be true for usability and the user experience, however, looking at the emotions which make us reach for our (virtual) credit cards, it seems they are not always positive (quite the contrary).

The ‘wheel of emotions’ by American psychologist Robert Plutchik shows that orientation around positive feelings falls short of the mark, because they constitute just a small part of our emotional states.

Plutchik-wheel.svg
Plutchik-wheel” by Machine Elf 1735Own work. Licensed under Public domain via Wikimedia Commons.

Marketing campaigns, such as “miserliness is marvellous,” have long since recognised that it is not always positive feelings which drive us.

For instance, it is the fear of losing a new pair of glasses which advices us to take out an insurance policy for them. Anger over exploitation and chemical additives in clothing material leads us to buy sustainably. Jealousy, or the need to keep up, can be a trigger to buy high-end products.

An interesting approach will take the complete width of human emotions into account, and thereby achieve new forms of customer approach. Selectively raising an issue and offering a solution can also make use of negativity. When the client gets the feeling that their problems are taken seriously and solutions are being offered, this leads back to positive emotions.

Topics such as emotional customer approaches will be dealt with at our Handelskraft E-Commerce Breakfast taking place in eight cities in Germany and Switzerland this year.

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Wearables: Nike Develops Fuelband Further with Apple

Nike FuelBand
photo: Stephen Davies

While another device with only one function now exists with Amazon Dash, one will disappear from the market: the Nike FuelBand. For the time being it will still be sold, but it won’t be developed further. Nike see their future as being in the software branch. That is why 55 of the 70 strong hardware team was let go. That it came to this is not surprising, after all, pressure from the competition in the area of wearables is growing dramatically. On the one hand, there are much more extensive complete solutions for the target group from the hardware and software products of runtastic. More sports and more devices, right up to intelligent weighing scales; Nike can’t keep up without a lot of effort.

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