E-Commerce

The Internet has significantly changed the purchasing behavior of consumers. Just a few years ago, all purchasing processes were carried out over the counter. Customer service played a particularly important role and was crucial for a successful sale. Today, however, the Internet is more and more at the centre of all activities. The Internet and the progressive development of mobile devices have revolutionized the commerce sector. The customer can enter the purchasing process at any time and from any location. Online shopping marks the beginning of a new era in retailing that will have a significant impact on consumer purchasing behavior. The Internet serves trade as a “point of sale” and at the same time paves the way for it to reach a new target group.

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An Omni channel is a further development of a so-called multi-channel, while here the focus is clearly on “Omni”, i.e. all channels. As a result, an Omni channel encompasses all sales and marketing channels within a sales experience. This new system, which combines the traditional business with e-commerce, mobile apps and social media, is known as “Omni-Channel Commerce”. Whether online or with the smartphone app, new channels are integrated and customized to offer consumers a flexible and seamless shopping experience. Networked consumers want to shop seamlessly anywhere, anytime, without sacrificing product choice or shopping behavior.

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The role of today’s seller has changed dramatically in the last 20 years. Today, the modern salesperson plays an immensely important role in the execution of business processes. He is responsible for the smooth integration of classic business processes with multichannel processes. The success of trading 4.0 is largely attributable to the performance of the seller 3.0. With “Click & Collect”, a new era has dawned which will allow stationary trading to be interlinked with online trading.

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The customer decides in a few seconds whether he likes a shop or whether he wants to continue surfing to the competition. The start page is the one that decides the whereabouts of the customer and tempts him to look around in the shop. According to studies, users prefer pages whose content they can see at a glance and do not have to dig through them laboriously. Therefore, the customer should be able to capture the complete page with a maximum of one and a half mouse turns. So less is more.

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