The outstanding performance of the German Olympic team at the Winter Games in the South Korean region of Pyeongchang is what everyone’s been talking about. Another reason for this, however, is the increasing digitisation of the sports industry, which is particularly relevant and present this year.
Shopping habits change…all the time. An ECC survey, in cooperation with software manufacturer Hybris, has now confirmed it. The classic “I only go into brick-and-mortar stores” shopper is almost extinct. To react to the wishes and new habits of customers, online traders offline, and offline traders online, have to understand – well, cross-channel.
Selective shoppers are on the rise
“Cross-channel in flux – the information seeking and shopping behavour of the consumer Vol. 7” is a approximate translation of the title of the ECC Cologne survey. In fact, the statistics it provides attest to a change in customers’ contact point with the products of traders. The selective shopper, who buys online and offline, reigns with 61 percent in DACH countries. In contrast, only 31 percent shop purely online and only 8 percent are traditional store shoppers.
Our gut feeling has been telling us this for ages, now a test from Stella Service has proven it: click and collect doesn’t really save time when shopping. The channel hopping customer is just 96 seconds faster than the normal shopper. Although that is only an average; depending on the (more or less expert) implementation of the service, it can happened that a customer searching for the right counter may spend even longer a shop.