Online shopping store site eshop
The present house work deals with the issue of online shopping stores . The aim of the work is the
detailed illustration ,connected to the world through a computer illustration and critical analysis of these shops . In addition to the subject matter
in-depth discussion at the example of the major online retailer online shopping store site Amazon
are shown.
The new information and communication technologies , available on or performed using the Internet or other computer network especially the Internet ,
has changed the business world . It created new business models and distribution channels
for traders . This development come from the online shopping stores . Meanwhile, can
one in such shops to purchase almost all imaginable products and services .
In order to develop a greater understanding of e-shops , with processing of computer data carried out simultaneously with its production in or into operation or existencewere in this work initially .
Basics of online shopping stores closer illuminated . This includes also a consideration of the different.
Shop systems with a furthermore, the household contains a detailed analysis of
Potential for success of Internet shops and purchasing of goods from e-shop. Who wants to be successful in his shop , has its customers more than just an electronic product catalog . The customer demands ease of use ,
Individuality and excellent service .
This is reflected particularly in an matching Shop ambiance , short load times , excellent product , customer interaction , security and transparency of prices. In addition, there are certain factors which
Compliance can significantly increase the success of the shop . These factors include , for example,
a unique attraction of e-shops , an intensive use of communities. Supply chain excellence and strategic alliance partnerships . Moreover, the internet as a shopping venue offer many advantages such . As the possibility of anytime, anywhere shopping , improved selection and increased market transparency .
Also for Dealer arising advantages such as a global transparency and a reduction
transaction costs. Furthermore, the impact of online advertising refers to the company's success
steadily . By online advertising opportunities to the advertisers have many additional
Options opened such . As search engine marketing or affiliate Marketing. However, sales through online shopping stores has its drawbacks . From the perspective of traders these include the increased competition and improved market transparency . For consumer, there are impairments in the absence of physical product experience before and during the purchase and in the non-existing social contacts.
An online shopping store a busy shopping area which knows how to satisfy customer requirements and success factors to use , is the world famous mail order company online shopping store site Amazon . Small and considerable losses
began the pioneering company and has now become a gigantic success . A large portion of this power has Amazon's corporate mission . Amazon like to be in the world the customer-center company . In this case, making the dealer a sophisticated affiliate program and an excellent e- customer relationship Management to use . Meanwhile, the mail but not limited to the purely commercial , but also allows third party for a fee , the products on the offer Amazon platform . But this is only one of the numerous activities of online shopping store site Amazon , for example, provides the mail order company also logistics services . summary can be said that Amazon online shopping store site has managed to revolutionize the trade .
With an online shopping store is a web-based "virtual shopping place". Concrete making it a site meant that the user the possibility to electronic shopping provides the Internet. Consequently, an online store is to be a physical walk-business but virtual image, which all relevant functions and properties of a real having shopping venue. Often it is also the term Electronic shop (e-shop) or web shopping store used. The online shopping store is available online at its own address or as part of a Shopping mall (see. Section 2.3.2) to find. In an online shopping store offers an online provider (manufacturer or distributor) services or goods. These items can physical his or digital in nature, usually, these are standard products. The customer can select the desired goods and place them in a virtual shopping cart. Subsequently he can give his order online and pay. If it is a purchase of digital Goods, the goods can be immediately downloaded.
For physical goods must first a delivery by logistics service be initiated . When selling in the real
World must always be present in person , the seller or his staff , this is not required for the sale by the online shop . The sales process is done via an individual site usage , from a customer perspective is a man-machine relationship in front. Another advantage over stationary outlets is the random assortment from online shopping stores . The sales area is not limited by spatial conditions .
Further, the term online shopping store is an umbrella term for different power deals
and understand merchant strategies . The operators of online shops can fully differentiated
Strategies Track . Many traders want to differentiate themselves on price , other about product quality , some are niche players and some turn global distributors .
Purpose and structure of the work
The aim of this work is the detailed illustration , illustration and critical viewing of online
Shops . After the issue was discussed in detail in theory , they should at the example
the well-known online retailer Amazon online shopping store site are investigated . Around the issues better position
To understand the basics of online shopping stores are first explained . An analysis of the potential for success of e- Shops. In particular the customer requirements and the success factors considered . Since just extra on the Internet resulting advertising possibilities will be discussed in Chapter 4 on this . However, there are even at online shopping stores certain problems and factors that must be considered - they are covered in detail. Finally the case study of online Merchant Amazon online shopping store site examined . Rounding out the work with a summary of themes and an outlook .
Basics of online stores in order to view the topic online shopping stores better , first the theoretical
Basics of E -commerce provides
E commerce
The common term since 1995. E- Commerce enjoys a very frequent and at the same time
inconsistent use in theory and practice . The " E " in E -commerce stands for " Electronic "
the whole concept is in German with electronic trading. The following
Definitions are an insight into the versatile use of the term E Commerce give:
under the umbrella term " electronic commerce " here is any kind of economic activity
are grouped on the basis of electronic connections . "
Electronic Commerce , usually translated as electronic commerce or e-commerce ,
referred to the various ways processes in the sales area by
handle electronic communication media . "In the present work is under e-commerce " all forms of digital settlement between companies and understood their customers over public and private networks . Where the main issue is the electronic initiation and processing of transactions .
E Commerce is a branch of e- Business.
If we distinguish e-commerce according to different action partners , resulting in particular
three major types of relationships.
Business to Business: Electronic business transactions between companies
different stages of the value chain . The occurrences in practice
very different, they occur for example as a web-based purchasing platforms .
Often , these are also networking with suppliers or customers .
Business -to-Consumer : describes the relationship between a company
and the final consumer . It is especially the electronic sales ( e-commerce )
in the foreground. In practice, this relationship is usually at online shopping stores or on electronic
Marketplaces reproduced .
Consumer-to- Consumer : describes the relationship between consumers. residential
function here as a seller and buyer power . This relationship is very often on trading platforms or online classifieds market .
In principle, any online shopping store from a storefront and a brick front . The customer
only view access to the shopping store front , where they can search for goods , obtain and pay .
On the back front itself only the shop owner has access . In this he can key
define functions such . as payment arrangements , order arrangements , how to order
and the product catalog . Architecture of an online shopping store is listed .
Shop Systems
As in the real world , there is the Internet many different ways to his shop to
make and place . It can for example be part of a shopping mall or completely
stand alone . The individual shop systems of the virtual world are explained in more detail .
Stand-alone stores
Stand-alone stores are classic online shopping stores . The customer passes by entering the Internet address
( URL ) of the stores directly to the homepage of the retail outlet . Alternatively, the
potential buyers are forwarded through a link on the homepage over
the link of the hit list of a search engine . In a stand-alone shopping store has only one producer
or dealer 's wares. He is free to decide which product range and depth of range
he offered . He can also decide how the user interface and the
to optical and content of the shop design look .
Stand-alone stores can be divided into mono - shops and virtual department stores again .
Mono - shops offer only goods of an industry . In retail shopping stores they are with the
Specialty retailers .Virtual department shopping stores
Virtual department shopping stores offer a cross-industry product range . They are the electronic
Counterparts to the department shopping stores in the real world , known examples are cartel
amazon-amzn.blogspot.com and astore-eshope.blogspot.com . In this category also includes e-shops like the mail order company Amazon . Similar to the real department store , where the goods to various departments are ordered , the goods are displayed in the e-shop to different topic areas .
Shopping mall
Online malls, virtual or electronic shopping center, virtual shopping malls or
called Electronic malls, are the Internet pendant to traditional shopping centers. In steady
Retail define a shopping center as "a unit planned, built and
managed agglomeration of retail and other service industries "26 different
Type and size. Based on the Internet, is a shopping mall an Internet platform,
present on the different suppliers their products and services together.
The Internet platform has a common Internet address (URL) and has a
unified user interface. However, each shop is also on its own, direct address
accessible and can also be represented in several malls. The unified user interface
could be compared with the building architecture of a real mall and the common
Address with the location of the Mall. Upon entering the online shopping center
The customer can click on a shopping store and so to own, virtual salesroom seller
come. Clicking z. B. to the shop of the mail order company "Otto", then appears the
same online sales space as on the website of the merchant. Alternatively, a customer
use the cross-business, mall-wide search and search directly for articles. In
Figure 2.2 is the home of the well-known online shopping center "shopping" shown.
In general, the shopping mall operator is an external service, the so-called provider.
This provides commercial space in the form of storage available. Often accepts multi-vendor services such as corporate marketing. The credit scoring or the bundling of delivery. are especially for smaller online retailers.Online malls advantageous because your offers can be perceived more strongly in the composite.In addition to list on attractive shopping malls increased "traffic". In this
Way more customers can optionally be achieved than through an insulated line
Counter. The client in turn has the advantage that it in many products a
Body found. Since it is necessary to overcome any physical distances on the Internet, this advantage is though not as large as in stationary shopping malls. Many online fight Center
Moreover, with a negative image. The most common criticisms are the complexity
the product range, the logic of the search engines and to small entertainment value.
Potential for success of online shops
In order to realize the potential for success of e-shops , there are certain factors that observed
Need to become. This section describes the requirements for an online store are made
Customer perspective , the success factors and the benefits of web shops explained .
Customer Requirements for online shopping stores
Given the increasing competition , the sellers have their online stores
upgrade with ease , individuality and service . In reality this is often not the
Case. Therefore, the traders go for lack of customer information and ease of use in revenues
lost millions. The following properties are the clients an online shopping store especially
important:
Navigation : A simple and intuitive handling of the online store is a significant
Factor for an unforgettable shopping experience . But the content must be well structured and
navigation be highly accessible . The navigation elements allow the user to
to orient themselves in the virtual space and access specific pages directly . Only if
there is a customer on the site right, he will visit them again . Especially helpful
is a logical structuring of the product range , often done this by topics .
The individual topics can be further categorized again . Important is,
that navigation can answer the user the following questions: Where am I on the site ?
Where was I? I have Which way behind me ? Where can I go? What clicks
I get to the destination ?
the long wait for the website structure . According to this study , the usability ,
Content and speed the most important factors for loyal .
24/7 operation: Customers expect that an online shopping store 24 hours a day, seven days a
is weeks away. That this high availability is not always the case, shows the following
Example: 2016 caused a shortfall in sales for the tickets of the European Championship,
because the server of the many requests could not be processed. Only one in three visitors
was the order page in the first hour .
Security: The security of the platform is an indispensable prerequisite for confidence
the customers and thus for a successful e-shop. The security extends particularly
on the points privacy, data integrity and availability. With Privacy, security is
of private and sensitive data (eg. as passwords or credit card numbers) meant.
Under Data integrity is preventing the data destruction and data manipulation
understood to unauthorized or accidental manner. stating availability,
that authorized persons always read and possibly write access to the data
must be possible.
Customer Interaction : For customers it is very important what keep other buyers of the product .
In particular, the User Generated Content (Customer rating ) is perceived as credible
and serves as a purchasing criterion . For this reason, the possibility of the product is in reviews
an e-shop is entirely advantageous . Whereby shop owner should specify evaluation structures
( Z . B. grading system) to provide comparability . Satisfied customers are always
still the best .
Product presentation: The products should be represented by appealing images that
can be enlarged if desired. In principle, the rule is to prepare interesting content graphically
and optionally combined with text, music, images and animations.
However, it must be ensured that it is not too complex, otherwise keeping the long load times
customers from buying from and the whole site is cluttered. Moreover, it is important
that a product description is to be found with price information. This also includes a
transparent presentation of shipping with a. Shipping price overviews and General
Terms should be clearly laid out and not too much text. For technical
Articles are product details asked where the style of information sober and routine
is to be held. Longer texts should be made available for download. In which
Usually the texts are only scanned by the customer and not read in detail. Therefore
it is highly recommended to install key-words in the text to arouse customer interest
and only to use large, clear fonts. The text should be kept as short as possible
be and still contain all relevant information. In addition to product description
it is important to list the current delivery times, so that the customer is informed how long
he must wait after ordering. On the Internet the shopping store ambiance needs to the customer's expectations fit. The first impression the customer wins over the entry area,
therefore this should seine. always up to date, attractive and tidy.
Product: is to generate revenues, provided that the customer can find the product
can. The search must therefore be based on the needs of users and
Allow a full text search within the item description. In addition, should misspelled
also lead terms or alternative designations to success. Further, it is
recommended to integrate a search for specific product characteristics such.
By ISBN number for books. To do a search with a simple search box
are made possible, Google is the case, but in addition also a search with
a search form in which you can set filters. This filter should be designed so that
they do not scare the customers due to specific details. An optimally equipped
Web-shop includes a product search, a category search a function search, a keyword search and a
Search in which several filters can be set. A study by the Swedish consulting firm Avail Intelligence has found that 57% of respondents more for them
would buy related products in one shop when the product was originally sought
could find easily.
Compare: Especially with technical and complex products, it is important for the customer,
that face the products and compare.
Cart: The cart is a standard feature in an online shopping store. In it, the
selected items are shopping stored until the payment process. The depositing of an article in
the cart would not yet for sale, but it serves as an overview and
Test ability respect of own purchase intent. The cart should be flexible manageable
be, d. h. not the product must be easily removed and the number of
Products should be changeable. Especially useful it is for regular customers, who often
the same products ordered in the same amount when creating a standard basket of goods
can. Moreover, it is pleasant for a customer, if the option is to be presented
the recently ordered items back.
A well-functioning shopping cart contains the following functions:
- Repeated receiving articles of the same kind,
- Remove one no longer desired article,
- The possibility of view of the article details the cart from,
- Subsequent change the order quantity,
- Subsequent configuration change of configurable products,
- Gross and net prices,
- Display of shipping and payment.
Product order: When a customer chooses the products in his cart to
buy, it should be made this as easy as possible. Consequently, the route from the shopping cart
easy to customize to the virtual checkout. One rule of thumb that the customer
should be possible with three mouse clicks to complete a product order. It should
only the most necessary data is queried. The more order forms to be filled
have, the greater the inhibition threshold for purchase. The retailer Amazon online shopping store site offers
Registered customers even order with one click. Each online shopping store should
moreover it be possible to create a virtual account. are by this account
the customer to enter the password every need in the ordering process customer information
as delivery address and payment arrangements without retyping available.
It should also be the customer always shown exactly where he is in the order process
is and sind. how many steps to do still,
Payment: The payment is about a possible customer desire compliant
to provide selection of payment methods available. This selection can be by the Transfer
via cash on delivery, debit and credit card method to special online
Payment systems like Pay Pal go. Of course, should by choosing a payment method which
Settlement for the customer to be as simple as possible. The whole process needs to the buyer
make a reputable and trustworthy impression. It should only essential
required personal information in order not to frighten the customers. also
should the encrypted data transmission via (Secure Sockets Layer) SSL for granted
be for each online retailer. Secure Sockets Layer is an encryption protocol
which is used for secure communications on the Internet. According to results of the Internet
World Business trend scout "security when buying online" give Internet companies
due to the lack of significant confidence-building measures revenue. The study
based on a survey of 171 professionals and executives of the Internet economy. According to statements the study have already canceled two out of three Internet shoppers place an order,
because they visited the shop not serious enough appeared. Of these terminators said
half that they had continued the order when the shop a visible .
Tracking : For a web shopping store , it should be of course , that a customer 's order
can track . It is even better if the customer automatically on the status of his order
is informed . The customers get Amazon-amzn.blogspot.com online shopping store site example not only a
Order confirmation , they also received message if the package has left the manufacturer.
Success factors of online shopping stores
Success factors are usually factors which to a significant contribution the company's success
afford. Good chances of business success have shop owner,
if they meet the customer requirements listed in Section 3.1. Ideally, they should
realize these requirements significantly better than the competition. Apart from the
Customer requirements, there is the following success factors that also attention must see.
After Mannheim particularly the following success factors for an online shopping store are crucial:
- A unique attraction of e-shops and a clearly profiled promise
(Shop Attraction and selling proposition).
- Extensive use of communities and social networks (social targeting).
- Excellent and fast self-service, service and search solutions (service and Search Solutions).
- Maximum possible individualization and professionalization in customer contact (individualization).
- System and value chain excellence (system and supply chain excellence).
- Best possible safety standards and -Reputation (Security Standard and -Reputation).
- Strategic alliance partnerships (Strategic Alliances).
are hereinafter Due to the limited scope of the work by the author to be extremely
deemed important factors described in more detail.
Shop Attraction and selling proposition
In online trading shops are particularly successfully, a clear differentiation from
have reached the competitors. The shop should be designed so that it by itself
has made an appeal in the market. This point also includes a careful selection range
with a. Especially the "spatial infinity" enticed many different products
without a clear line to take to the range. Also in the range itself should
Find communicated brand positioning again, finally there is a difference if you
is perceived as a grocer or as media distributors with additional offers.
What matters is whether an online retailer has the ability in an attractive range
offer required depth and width at a good price-performance ratio. This should
not mean that no superior choice in the perfect position to brand range
may be offered against offline vendors. Particularly attractive is a shop for
a customer whatever when services such as Customer Reviews / -
reviews, technical product comparisons, accessory lists, dynamic product recommendations,
Wish lists, search service for rare titles, etc. are used.
In choosing the products on offer, make sure always that the products
are web-enabled. Products that have a high E-potential, have a particularly
good internet suitability. describes the e-potential, how well products due to their product characteristics
can sell through an online medium. can reference the following factors
the e-potential of a product can be determined:
A digitization: An important criterion is the a digitization of products. among them
is the conversion of products into digital information to understand. Digital product
are ideally suited for distribution via the Internet or have been specially designed to
z. B. the download of music. Not digitization products are physical goods, in
they must be assessed in how far the product characteristics, information
digital can be displayed on the product. If this display is possible and sufficient to
to describe the product for the customer, then the sales process, from delivery
apart, are processed electronically. In the logistics can only flow of information,
which accompanies the delivery, are handled electronically. When thoughts
makes about the logistics, you should always check whether a well ever for shipping
is suitable and how long would the delivery times. A book is an example of a physical
Well, that is suitable for online sales. This article can all the buying decision
necessary information is provided in advance. In addition, the physical
Delivery very well realized, because books are low priced, stack able, durable and in small
provide package units. This product features may one of the reasons for the
his early triumph of the book on the Internet.
Type of goods: search goods are especially suited for online transactions. These are goods,
where you before they buy through information seeking knowledge about the quality of
can obtain product. Examples: Bookshelf .
The purchase risk: The risk of buying is determined by the price and trust. The higher
the price of the good and the less confidence, the higher are the inhibitions regarding.
Purchase frequency: According to the authors Peterson, high-traffic, low-priced products physical nature preferably in trade
Bought. Highly frequented, low-priced products are informative contrast rather Internet.
Digital accessibility: This criterion refers to the self-service potential of
Good. A customer has to decide on the online medium, whether the product without real
wants to buy examination. Foods are z. B. not digitally assessed as a customer the
Products would like to touch and check on its freshness. include particularly network-capable
Products that can be tried out online, such as software, information services,
digital publications and electronic productive.
Digital Consulting expenses: This criterion relates to the amount of information a
Product. Some products can be personalized with a few information adequately described,
while others require comprehensive advice before buying, which is not readily
can be digitized. Consultancy Intensive products are less for distribution through a
Online medium suitable such products are. B. Industrialization
Digital identifiable: The products should be clearly identifiable, so that a potential
Customer can easily find and identify. When carrying this example,
done by the ISBN number.
In Figure 3.3, the most popular items purchased on the Internet are on the number of buyers in
represented of 2017. Most of all, consumers bought tickets, closely followed by books and
Nights.
Finally it can be said that products with a high E-potential well for
selling over the Internet are. Such good is z. B. Music. It can be clearly described
(Title, artist, style) and an online audition beforehand assess able. products
a small e-potential, yet very well suitable for sale on the Internet,
are branded or hard to find products. The brand name may be the
Consumers have a certain idea of the quality and the consumer benefits of the product
do. According to the authors Blimey and Theodora be the Internet particularly products
bought that absolutely have a low price, not complex and intensive consultation
are, have no distinct emotional aspects and beyond standardized
and are digitalis. This statement was also empirically verified and largely confirmed.
Social Targeting
In Web 2.0 era are available for all areas of life and for just about every product
Community. In these communities, the customer can share his experience and his consumption
Opinion about a product or brand trust the other members. an online
Distributors should cooperate with such communities or even call that into being. So
can be targeted customers with similar interests. It is assumed,
that the Social-targeting will win in the future on enormous importance.
Service and Search Solutions
The main reason for the "choice of outlet Internet" is the customer time and cost savings
indicated. In order to achieve these time savings, the customer needs an excellent
Search and navigation in its online shopping store. is on those two points
not be described here since they are already covered in Chapter 3.1 with the customer requirements
were. However, with an excellent search function, the search outside the shopping stores
meant. This is understood how easy it is for a customer to push the Internet to shop. It is particularly crucial to which ranks the online shopping store at the
Search engines (eg. As Google) is represented. The majority of customers come via external
Searching for an e-shop, so it is very important that the site for search engines
is optimized. A study by the Swedish consulting firm Avail Intelligence revealed that
more than 90 percent of those interviewed in the search for a product via search engines,
social networks or price comparison sites in the respective shopping stores arrived. The direct
Entering the domain URL (Internet address) of a shop is rarely used.
In the area of customer care and service is great potential for traders to have a positive
stand out from the competitors. Especially in Kevorkian- and replacement phase, it is possible
to offer customers significant added value. In the Overemphasis example,
in addition to the multimedia product presentation comprehensive information materials
and interesting additions download or link to external information
Tobe offered. There is also the possibility of sample delivery. additionally could
the Internet customers online tools are provided, such. as e-learning,
Profitability calculation or applying for public funding.
In the after-sales phase the customers all the information materials should next newsletters
offered that he might need, such. as operating instructions, installation aids,
Summary tables or database libraries with data sheets. Definitely
must the Exchange service, complaints management, the repair service and warranty processing
be of special quality as they are delicate in distance trade issues are.
individualization
For online customers nowadays a tendency to individualization can be seen. they expect
targeted and personalized gratification. For this reason also the
"One-to-One" marketing more important. There is a need satisfaction through personalized
Deals. From the wealth of customer information profiles are created, which for
the "one-to-one" marketing can be used. Particularly beneficial for shop-
Systems based on the user registration an individual customer preferences -
enable performance. So a personalized customer approach usually goes with increased dialogue measures
accompanied. This can eg., By personalized e-mails, customer forums or
FAQ areas served. Furthermore, customer loyalty is enhanced by Cookies,
automatically detect, respond and provide you with the desired services to registered users.
These offers range from simple accessories logic, on the cross-selling to
a profile based logic, the individual portals and offers to match the previous
Purchasing behavior indicates. The bookshop Amazon is a good online shopping store site example of successful
Cross-selling (Customers who bought this item also bought ...). Especially in connection
with today's information overload individualization is becoming increasingly important. Some
Shops can even information files (eg. B. Credit-reform) assess the creditworthiness of customers on-hand of name and address. Based on these results, they then offer
Customers a variety of payment and return facilities.
ecurity standard and -Reputation
Many customers wonder due to the anonymity of the Internet, if the trader visited trustworthy
is. Especially when it comes to small, lesser-known vendors. Therefore,
the security image of the shop owner to be a critical success factor. In the following
Points see the customer often a risk:
Functional risk: Neither the quality nor the functionality of the product can be checked.
The provider can minimize the risk by offering only brand goods, the customer comprehensive
Grants rights (z. B. Exchange Law) and his reputation strengthens. The reputation
will be fortified such as by public relations.
Financial risk: This is for the customer back especially if he commodity the
sends or reclaimed and further still in terms of a data breach while
checkout. Here can counteract an online retailer, where he generous
Conditions of Use written and alternative payment methods such. As Paypal offers.
Personal risk: See the customer usually in a data misuse of personal information,
z. B. by carried out an unauthorized release of the e-mail address. Therefore, for
the dealer the protection of anonymity and privacy a top priority.
Time risks: If the customer usually in long delivery times, especially when appointments
like Christmas must be respected. This should of offered by flexible capacity planning
counteract. Especially important for a successful shop is a well-functioning
Logistics. A shop, delivery within three days promises and then only in
provides two weeks little agreement is found.
Benefits of Online Shopping Stores
Through the use of online shops arise both for the consumer as well as for
traders numerous advantages which will be explained later in the chapter in detail.
Advantages of online shopping stores from a consumer perspective
The motives for consumers shopping at online shopping stores, are manifold. Particularly when compared with
the-counter retail offer eshop several advantages:
Possibility of anytime, anywhere purchase or which: Through the Internet, the customer receives a
24 hour ordering. Past experiences show that in online trading be-preferably in the evening and will be ordered at night. In addition, a customer no longer in the stationary
going business, but can at any place with Internet access .
More choices: A wider choice results from worldwide access. A customer
may appoint international providers and has such a significantly broader range than
Stationary possible.
Market transparency: The "Real Time" -Market transparency increases
enormously for the customer. This comparison possibility of price search engines or
Software agent supports, which seek out the best deal for the customer. On
potential customer can without additional transaction costs easily the best offer for him
finder.
Reducing transaction costs: For the customer, the transaction costs are reduced by the fact that
He has to travel any distance to the shopping center. In addition, the comparison of different
enables authors and waiting times, eg. at cashier desks are reduced.
Increasing the transparency of information : The customer has information advantages since it
quickly, easily , anywhere, anytime in a variety of information back
can grab . This information can then displayed thanks to electronic support
be categorized and that they are easily accommodated for the customer . In online shopping stores
are often more information than shown in stationary shops . This is under
others tried . the missing sensory product experience
Figure 3.4 shows the main reasons for a consumer to operate online shopping .
The results came from a survey of Dial-ego AG in 2017. base were
914 respondents who have ever shopped on the Internet . Multiple answers were possible.
It can be clearly seen that the potential buyers targeted search for bargains
and the rest with rummage most important. These arguments are closely followed by the
Mobility of on opening times and the savings of the way .
Advantages of online stores from distributors view
As main advantages of online shopping stores from distributors view apply in particular the following
Points:
Global presence: The global presence is the dealer open up completely new target groups
and markets.
Buy direct acceptance: By direct order taking, there is a shortening of the
Distribution chain. Furthermore, some functions can be transferred to the customer, thereby
the cost of manual order entry or call center.
Recovery of customer data: Through the online medium, it is possible for the dealer,
Search and purchase data of the customer to understand. This allows customer data is of immense
Quality are obtained and the transparency of information from the seller increases
enormously. This in turn allows the trader an individualized offer profile to
to develop a personal marketing strategy. With the data, a one-to-one
Marketing can be achieved which does not forcibly terminates in a cost increase. A big part
the process steps can be automated, it is in certain circumstances up to an automatic
Email Erstellung.
Long-tail marketing: Because no listing and shelf fees in actual
incurred sense, it may be profitable for an online merchant, low-value products into
receive range. According to the concept of long-tail marketing is not only a
Providers of "hits" (mainstream products selected few, the mass appeal and a
high demand have been making) profit, but also a provider of numerous niche products.
In order to offer these products in retail shopping stores is the cost too frequently
high. In addition, only a regionally limited demand exists. With global demand, no
physically limited rack positions and lower costs, the sale of niche products
for online retailers very profitable werden.
Reducing transaction costs: Many transactional activities can on-line
Base are carried out cost-effectively. A trader can relatively easily and quickly the
Assortment, prices, update the sales promotion, etc.
Advertising opportunities from online stores
Just as the stationary merchant an online shop owner must advertise to the
to increase awareness of its shopping stores and to win customers. He has the possibility
to use the classic offline promotional offers such. as the print media, or it may
rely on online advertising. This chapter from the author selected online
illustrated advertising opportunities for e-shops. In the offline advertising can due to the limited
Scope of the work will not be discussed further. It is further to the
referenced literature.
The online advertising market has for years through significant growth. According to forecasts
the Online Marketing Circle (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.
is the online advertising market in Germany in 2017 by 19% to five billion euros
to grow. This would transform the Internet, which is the third largest advertising medium in Germany,
its distance from the second largest genus, the newspaper (19.5%), further reduced.
Search Engine marketing
Search engine marketing is the use of search engines to customers for their own
Website to win. The aim is, in the results pages of search engines (eg. As Google,
Bing) to be represented as far as possible above. Only someone who is there, prospective buyers can to customers
do. The Circle of Online Marketers (OVK) expects that in 2017 1.9 billion euros
will be spent on search engine marketing in Germany, an increase
by 15% over the previous year mean würde.81 The importance of search engine marketing
becomes clear that about half of all purchase decisions with the use
by search engines beginnen.82
The search engine marketing (Search Engine Marketing) is divided into sub-disciplines
SEO (Search Engine Optimization) and Search Engine Advertising (Search
Engine Advertising) .83 However, the term search engine marketing in the literature
inconsistently used. Often the search advertising than search engine marketing
bezeichnet.84 Successful customer acquisition via search engines can actively
the search advertising be affected. Advertisers companies run text ads,
which depending on what is entered for a search term will. These text ads
have a link that the visitor to click on a landing page
leads with further information. The customer therefore is not on the home page of the advertiser
out, but corresponds directly to a page, the more information by keyword holds .
This type of online advertising the dealer can specifically target Customers
are obviously interested in the entered search term . This does not make the dealer
with the optical design of the display attract attention , but only with a
very short text and the rank of the display . The paid ads above and next
the angezeigt.85 by relevance ordered search results Figure 4.1 makes again
clear which results were paid by the advertiser and which are not.
In order for this type of advertising works, the company has the matching keywords
identify and bring in a hierarchical order. After that, the advertisers, the
Book main keywords in the search engine providers. Every time the switched
must be ad clicked, the advertiser paid (costs-per-click). The price,
he has to pay, is determined in the so-called keyword auctions. There give advertisers
Companies to the maximum price they're willing to pay per click. At long last
they will be charged by the search engine operators only the price to outbid
the next lower rank is really necessary. If several marketers the same keyword
want to buy, they compete with each other to the position of the display. These
depends on the formula of a search engine from, but mainly
is influenced by two factors, the price per click and the click-through rate of
Campaign in Heterogeneity. The click-through rate is the number of people,
who ad clicked, divided by the number of people which the
Display in the search results view sheen. analyzes show that displays directly above
the search results are the strongest, and the top right stronger than perceived below.
When it comes to search engine optimization , programming the site so that
Words and phrases can be well found by the search algorithms of the search engine providers . In addition, the page should appear in the hit list as high as possible .
Usually the first three results is given full attention . The farther
below results appear , the more unlikely it is that he is clicked is . In order for a
Site is as far listed above , it must be the search engine algorithm for
entered search term , classified as important .
Banners and buttons
Banners are interactive billboards that appear on third-party websites. they give
an advertising message and usually have a narrow rectangular shape. The size is
this individually designed, which now become established various standard sizes
have, is selected from those generally. Banners can be animated or static.
it will redirect to the home page of the advertiser by clicking on the banner.
Doing, the websites where banners are connected, be carefully selected.
The sides should have a high traffic and addition of the desired target group
be used. The exchange of banners is done according to certain rules, such. B.
on the number of page views or a specific timing. Each advertiser booked example
a certain number of page views, making it the number of successful ads
the banner meant. If this number is exhausted, the banner of the next advertiser is connected.
Payment will be made either per click on the banner or per 1,000 visitors to the site,
regardless of whether they click on the banner or not. As traditional banner easily ignored
may be, it is often the circuit of pop-up banners. In this case, a new
opened window containing only the respective advertising. However undermine
more and more pop up blocker this form of advertising. In section 6.6.1 are selected graphic
Online retailer Amazon online shopping shopping store site represented.
Buttons are a special type of banner. They have a relatively small advertising space
(Smaller than the banner), and often contain only the product or company name.
Since buttons are interactive elements, you will be by clicking on the website of the advertiser
geleitet.91 Through the use of banners and buttons, the recognition of
advertised stores or advertised brand increased significantly.
E-mail marketing
The purpose of email marketing is the direct targeting of selected groups via email.
This instrument is not only to attract new customers, but also for customer loyalty
suitable. bind and inform customers is important for shop owners. mailings can
to individual or sent via mail distribution list many users. The addresses are either
known or can be purchased from address publishers. Widely used in this case is the
Send newsletters via email. These include not only current information usually
Links that lead customers to more on the website or animate directly for sale
should. The great advantage of e-mail marketing is the low cost. Furthermore, once created content can duplicate any number of times, and even more ship free. though
it is illegal in Germany, advertising mails without the consent of the recipient
to send. Thus, the preservation of personalized emails or newsletters is active from
Customers want, and thus experience a higher attention. On E-mail advertising
specialized agencies have addresses of subscribers to its agreement
have given from the mailing against shopping vouchers or the like.
Affiliate Marketing
The affiliate marketing is based on the principle of distribution and network partnerships.
Therefore, the affiliate programs are often referred to as affiliate programs. In this
Concept integrate the partners of the advertiser banners, buttons or text links on their homepage.
Clicking is then linked to the advertiser's site. In addition to this
link based solution there is still the Integrative. In this example, the products
the advertising company will be integrated directly into the basket of the partner without
requiring the user to leave the partner site. The affiliate network allows the
to advertise on numerous web offerings. The accounting methods are different.
You can pay per click, but also per successful and technically assignable
Sales period. It is also possible that the remuneration of affiliate (partner)
carried out without payment as a pure barter. The sales activities of "affiliated-
Sites "are measurable and thus can an online retailer look exactly which partners
has enabled him how much "traffic" and sales. Ideally, the partners programs a
"Win-win" is for both sides. The advertiser can increase its customer base
and the partner may at clever selected joint ventures its customers added value
offer. When selecting a suitable partner should be taken in any case it,
that he has a high number of visitors, the appropriate audience responds and good
Image hat.94 The Circle of Online Marketers (OVK) expects the affiliate networks with a
Online advertising revenues of EUR 339 million for the year 2017. This represents an increase
of 10% over the previous year.
Problem analysis of online shopping stores
Although online shopping stores are becoming increasingly popular , must not be forgotten ,
that they also have disadvantages and problems . The following are the drawbacks of e-shops are
represented from wholesale and consumer perspective .
Problems of online shopping stores from distributors view
High initial investments: Especially at the beginning of the creation Shop generates huge initial investments
for information technology to infrastructure.
The effort required for the technicaland medial System is very often underestimated. considerable costs
also causes the required marketing shop. Mostly, these expenses
circumvented by working with fulfillment services werden.96
Long payback period: Due to the high initial investment, the payback period
relatively long. In addition, it takes a certain time to build a clientele. Therefore
falling sales delayed an.97
Increased competition: The spatial infinity of online shopping stores, it is a
Providers take an easy, even non-industry products in the shop. Also enticed
Internet suppliers to directly to customers for sale. It is a disinter mediation operated.
Problems of online shopping stores from a consumer perspective
No physical product experience before and during the purchase : A study by Browne et
al . , were in the 18-25 year-old students asked about the advantages of Internet shopping ,
shows that 35.7 % of respondents consider to be the biggest disadvantage of the lack of opportunity
real to see the products before buying , to touch and try out ( see Table 5.1 ) . ever
Range and type of customer , this information may be buying decision . Just
the purchase of haptic products like clothes or fruits and vegetables , it is of the
Consumers often considered important to touch and to taste the products . By
the lack of physical contact is created for the customer a risk in terms of quality
and functionality of Produces.
Lack of social contact: When shopping in stationary shops, the consumer has always
yet certain social contacts, he can, for. example, in discussions with the sales staff. The-se option is not available when shopping online. From the resulting anonymity
results when potential customers an increased perceived risk. 10.1% of the surveyed
Students in Browne et al study reported that they lack the discussions with the
perceive salespeople as a disadvantage. Through the non-existent personal contact
is also the customer loyalty for the online retailer schwieriger.101
Possible difficulties in the complaint: Many consumers worry about
emerging difficulties in the case of a complaint. How to be seen from Table 5.1
can, this corresponds to 22.8% of respondents. Going to the post office is also with additional
verbunden.102 expense for the consumer
Security concerns: After Browne et al study are safety concerns the second largest
perceived disadvantage of online shopping stores. Safety concerns, particularly in the processing of payments,
keep a potential customer frequently purchase from ab.103
Additional costs: Additional costs eg due to delivery fees or possible formation.
Costs of returning of complaints, making e-shopping is also unattractive.
Among the aforementioned problems is the fact that the consumer when shopping online
usually not his undivided attention to the purchasing process gives .
Over half of allInternet users are listening casually occasionally radio and about 40 % sometimes look here
remote. Following the paradigm of limited cognitive capacity is now less Capacity
ready for the decision-making process when shopping online .
