The Customer is More Self-reliant Than Ever







The Customer is More Self-reliant Than Ever

E-commerce will maintain its leading position when it comes to functional products that can be purchasd more easily, faster and cheaper online. The few customers who previously did not know that you can find that one specific cable on the web with less cost and effort to connect your TV to a speaker, found out during the lockdown. The customer is more self-reliant than ever. The battle seems to have been won in the field of such functional products. What about fun shopping?

Online shopping is also more fun

Interestingly enough, the buying motivation of online shoppers during the corona crisis turned out to be anything but functional, but above all they seeme to want to fill the lack of classic retail. Research into the online buying motivation (Koch et al., 2020) during the crisis showd that the customer was significantly more attractd to webshops that make shopping fun than before.

For example, the focus of customers appears to. Be more focuse on exploring and exploring new products, whereas previously they mainly fulfilled that need. Under the roof of a physical retailer. The success of new technologies such as the online fitting room – in which you can see an outfit depictd on your own body VP Quality Email Lists in an unprecedentedly realistic way on the basis of a photo – also increasd. Finally, the search for the lowest price also appeare to have increasd, the emotional side of the prize medal that we know as bargain hunting .

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In short: where customers previously regardd online as a more. Targetd alternative to physical retail, expectations have increasingly shiftd. Those of physical retail in a very short period of time.

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Effects of corona on advertising processing

During the pandemic, almost every advertisement. Seemd to tap into the pandemic thematically. From complete storylines to accidental corona-relate props. I was often askd to what extent this. Is useful from a commercial point of view. What happens in the brain when you use advertising to make people more aware of a not too rosy reality?

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