From mobile shopping to digital customers

According to Economic, the Association of the Internet Economy, the e-commerce industry will be shaped in 2015 by pioneering changes.
Increased competition, new technologies and changes in buying behavior predicts the Eco Association for the current year. Prof. Dr. Georg Rainer Hofmann, head of the Eco-competence group e-commerce, is convinced: "Some of the aspects that already in 2014 been emerging as trends, to prevail definitively in the coming year"

The following developments come on online retailers, according to Eco:

Mobile Shopping: more and more in many countries informs itself mobile, search and browse the Internet with mobile devices. The number of actual online purchases and payment transactions directly via smartphone or tablet PC rather than on increasing continuously. The adaptation of online stores for mobile devices is mandatory for traders in 2015. With services and apps such as One Touch or PayPal Cash Cloud will make the industry's progress at the same time the "standardization" of mobile payment.


Shopping on the net: 2015 According to Eco asking creative e-commerce concepts: customers expect a unique, emotional and interactive online shopping experience. Among other things winning augmented reality solutions, edutainment and Serious Games in importance. The virtual setting up their own homes, the trying on clothing and accessories in the network, or even fully interactive tour via video glasses to be becoming more widespread in 2015 and real.

Cross Channel strategies: For retailers with an attached shop optimum gearing of both channels in 2015 a decisive success factor is explained Eco. A sophisticated cross-channel concept allows flexible and quick to serve the growing needs of customers. If the desired product is not in the store to buy, the customer can order it in our online shop. By deliberately playing off of each other's strengths complement each other online and retail, rather than compete with each other.

Dealer model the digital customers: Direct approach instead of advertising for mass. Personalized marketing and demand as well as individually tailored offers to win in 2015 even more important. By collecting and targeted evaluation of available data sets ("Big Data") model the dealers their customer’s digital identity in the future more and more precise. Above all, the handling of highly sensitive customer data - for example, finance and health - will be the subject of much discussion, according to Economics in 2015.