Shopping experience

The shopping experience describes the consumer's experience and interaction with all contact points before, during and after the purchase. The contact points of the shopping experience are products, suppliers and their sales channels, as well as sales means and other consumers.

In order to win and retain customers, it is a goal of providers (e.g. mail order companies and product manufacturers) to achieve the most positive possible in the relevant sales channels (e.g. online shop, manufacturer website, print catalog, call center ) Create shopping experience.

Dimensions of the shopping experience

The shopping experience perceived by the consumer arises from the dimensions

Quality and emotionality of the product presentation and the range
Quality and interactivity of product search and advice
Design of the sales channel (e.g. design of the online shop or retail store)
functional and technical conditions (e.g. usability of the website and its search functions, findability of articles, type of price labeling, payment options, delivery times)
Contact with service staff and other consumers (e.g. also social commerce )
After-sales -Betreuung

Effects of a positive shopping experience

Sales channels that achieve a positive shopping experience can thus aim for the following effects

increased customer satisfaction
Better findability of information about the purchase decision and products
A positive shopping experience can reduce the psychological inhibition threshold of consumers before the purchase and act as a rewarding element during and after the purchase decision

Shopping experience in online shops versus stationary shops

The shopping experience of online shops and stationary stores differs fundamentally in that online shops cannot leave any haptic or sensory impressions of the sales channel and product presentation. However, online shops have the advantage that they can incorporate multimedia content such as product images, product videos or social shopping elements. Many consumers use online shops instead of stationary stores, as these have a faster and more efficient shopping experience. The importance of the shopping experience and the requirements for a user-centric design have increased.

Findability in online shops and online marketplaces

By using various technologies, the findability in online eCommerce offers can be significantly controlled and the sales rate increased. The most important technologies for improving the findability in online shops include the search function , categories, tags and attributes.

literature

T. Hildebrand: Shopping experience as a design element of online shopping . University of Cologne, Department of e-Commerce, vorlesungen.info
Web 2.0 & e-commerce. Definition, examples, practical tips. A guideline from the working group for success factors in e-commerce. bvdw.org (PDF; 2.45 MB) Bundesverband Digitalen Wirtschaft (BVDW), specialist group E-Commerce, on the elements of a shopping experience, p. 4
Trading activity on the Internet . Diploma thesis at the University of Applied Sciences Bremen; Summary and table of contents
Daniel Klarkowski, Till Moepert: Findability in online marketplaces and online shops . (PDF; 2.3 MB) eBay Germany; Whitepaper

Web links

Online shopping in the English language Wikipedia; also describes the shopping experience

Individual evidence

^ Louis K. Falk, Hy Socket, Kuanchin Chen: E-Commerce and Consumer's Expectations: What Makes a Website Work . In: Journal of Website Promotion , 1 (1) 2005, pp. 65–75

[louisfalk-1] Louis K. Falk, Hy Socket, Kuanchin Chen: E-Commerce and Consumer's Expectations: What Makes a Website Work . In: Journal of Website Promotion , 1 (1) 2005, pp. 65–75