Marketing

these 8 current facts surprise even traders

What should retailers do if they want to know what customers think, what they want and what is important to them? Exactly, they should ask their customers for detailed Customer Insights to obtain. Surprising research results from current focus group analyzes by shoplupe show what customers expect from retailers and what factors cause them to remain loyal to a retailer.

Customer insights as a basis for decision-making

Knowing details can make a big difference, even in retail. The Shoplupe team in focus groups has therefore been researching individual customer insights for every touchpoint in retail using scientific analysis methods for years. Because unlike best practices, which can only be an approximation of customer requirements, retailers with real customer insights receive a valuable basis for decision-making for differentiation or further development measures and investments.

Customer Insights
Qualitative market research: focus group discussions provide real customer insights within a few days. (Image: shoplupe)

Every dealer should know these 8 UX hacks

Real insights can also be very surprising! Johannes Altmann, managing director of the consulting company Shop magnifier and an expert for customer experience (UX) in retail, has compiled some of his most surprising insights and thus provides some unexpected UX hacks for retailers:

  1. Buyers of high-priced handbags do not want an invoice in the package. So that unpacking the dream bag does not become a negative shopping experience, retailers should send the invoice separately. A handbag used market is also completely uninteresting for many women because they have an emotional connection to the handbag – similar to a diary.
  1. Men appreciate an interesting and inspiring assortmentwhen they buy clothing. So why not include watches or books on designer furniture in the range?
  1. Customers over 50 cannot be reached by influencers and even perceive it very negatively. Credibility is lacking, as “teenagers would usually not be able to afford the recommended products anyway”. Instead, they prefer to get their inspiration in the pedestrian zone according to the motto: “That has another woman, that could suit me too”.
  1. “Same Day Delivery” has hardly any relevance for the customer. On the contrary, the consumer is patient and looks forward to a package within 2-3 days. In connection with more sustainable e-commerce, many customers even advocate one “Slow delivery”, so that delivery tours are fully utilized and thus more environmentally friendly.
  1. Apps are often rejected by customers, because they suspect that they are consuming a lot of storage space. Memory size should therefore be an important issue in customer communication if retailers want to establish an app. Obviously, many consumers have very little storage capacity.
  1. Shirts for older men are mostly bought by their women. This means that the persona changes with age and the buying advice for men’s shirts suddenly has to be thought of for women and has to be adjusted accordingly.
  1. When buying wine, customers want personal recommendations. For the shop, this means that a search based on attributes is neither understandable nor interesting for most users. It was also shown that wine labels are only important in the purchase decision if the wine is to be given away.
  1. The location of a shop is important for the customer, However, philosophy and values ​​are hardly read. So it can make sense as an online shop to emphasize the regionality in customer communication.

Customer insights via focus group discussions

“At the latest since the new millennium, target groups have become increasingly pointed and consumer behavior can hardly be predicted,” explains Johannes Altmann. “Against this background, focus group discussions are particularly valuable because retailers find out what makes the customer tick. Regardless of whether you want to address professional mountain bikers, wine connoisseurs or fashionistas – regardless of whether it is about experiencing whether same-day delivery is desired, shipping boxes should be reused or whether the development of an app is worthwhile, focus groups tell you . This means that companies can safely rate projects, prioritize them or, if necessary, start from scratch in a customer-centered manner.

Also read: How to increase your e-commerce sales on the international stage