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Curated Commerce (2014)

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Über das "Paradox of Choice" und Personalisierung

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Curated Commerce (2014)

  1. 1. Curated Commerce Dr. Roman Zenner
  2. 2. The paradox of choice
  3. 3. Freiheit
  4. 4. (Aus)Wahl
  5. 5. © tuja66 - Fotolia.com
  6. 6. ^ Verschiebung der Verantwortung für die Entscheidung ^ ich vs. das Universum ^ Übersteigerte Erwartungshaltung ^ Opportunitätskosten ^ Bereuung einer Entscheidung, auch wenn es eine objektiv gute war.
  7. 7. © IrisArt - Fotolia.com
  8. 8. Auswahl per se nicht schlecht :) Kuration findet immer und überall statt / Keine Kuration gibt es nicht
  9. 9. Kuration im Handel • Erstellung eines zielgruppenorientierten Sortiments • Dadurch u.a. besseres Produkt-Know-How und eingehendere Beratung möglich • Ansprechende Präsentation
  10. 10. Vom Vollsortimenter zum Spezialisten • Amazon, Otto, Zalando: Breites Sortiment, erweiterte Filter- und Sortierungsmöglichkeiten für Kunden • Enjoyyourcamera etc.: kleinere, handverlesene Sortimente • MODOMOTO, Outfittery etc.: personalisierter Servivc
  11. 11. Personalisierter Service
  12. 12. Das Modell • Modepräferenzen der Kunden werden erfasst. • Style-Experten stellen 2-3 komplette Outfits zusammen und verschicken sie. • Kunden behalten, was gefällt. • Mit der Zeit: Kundenprofile werden geschärft, Kundenbindung gestärkt.
  13. 13. Beispiel: ahalive • Produkte nach Themen gruppiert. • Es wird nur eine überschaubare Anzahl von Artikeln verkauft.
  14. 14. Beispiel: Emmas Enkel • „Themen-Einkäufe“: Messe (Obstkorb, belegtes Brot); Mädelsabend (Eiscreme, Wein) • Rezepte: Anhand von Rezepten wird der Warenkorb gefüllt.
  15. 15. Beispiel: Pinterest • Kuration wird von Anwendern betrieben • Produktentdeckung mithilfe der „Crowd“
  16. 16. Beispiel: Fashion-Blogs Empfehlungen von Style- Expertinnen
  17. 17. Beispiel: Threadless Community liefert Designs und bewertet Entwürfe, die später über die Seite verkauft werden.
  18. 18. Frage #1 „Braucht man zig Millionen Artikel und -Varianten?“
  19. 19. Frage #2 „Fokussierung war doch mal etwas Positives?“
  20. 20. Frage #3 „Ein Shop für alle?“
  21. 21. Frage #4 „Braucht man eine Kategorie- Navigation?“
  22. 22. Frage #5 „Muss Ihr Shop so überladen sein?“
  23. 23. Frage #6 „Brauchen man einen komplizierten
 Checkout-Prozess?“
  24. 24. Frage #7 „Braucht man überhaupt einen Shop?“
  25. 25. „Einfachheit ist die höchste Stufe der Vollendung.“
  26. 26. ! VIELEN DANK! Dr. Roman Zenner r.zenner@wasmitweb.de @rzenner !

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