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Mobile Digital Consumer<br />Konsumentenbedürfnisse und Smartphone Nutzung beim Einkauf<br />IA Konferenz 21.05.2011<br />...
Nicht wir Experten bestimmen was wichtig ist. Die Nutzer tun es. <br />“What’s in for me?”<br />
Experten<br />
“Das Smartphone wird ein intelligenter Shoppingassistent.”<br />
“Smartphones ermöglichen einen virtuellen Layer über der realen Welt.”<br />
“Um ehrlich zu sein – Ich habe es natürlich schon ein paarmal ausprobiert, aber ich selbst verwende es eigentlich nicht ge...
“Ich verwende mein Smartphone, um unterwegs Produkte zu speichern, die mir gefallen, und so eine Wunschliste zu führen.”<b...
“Ich verwende mein Smartphone im Geschäft, um Preise und ähnliche Produkte im Internet nachzuschlagen.”<br />
“Ich kaufe Dinge mobil ein, die ich dringend in dem Moment benötige.”<br />
“Es muss schnell gehen. Und mit schnell meine ich jetzt echt schnell.”<br />
“Wenn ich in der Stadt bin, möchte ich sehen, was Geschäfte in der Nähe anbieten.”<br />
Gamification<br />
Nicht die Technologie ist entscheidend sondern die User Experience. <br />
Konsumenten-befragung<br />
Verfügbarkeit<br />
Nicht nur “Haben wir (nicht)” sondern: <br />Wie nehme ich die Hürde zwischen dem Produkt und mir? <br />
Preis<br />
Nicht nur “19.95€” sondern: <br />Möchte ich mir dieses Produkt leisten?<br />
Szenario: Unterhaltungselektronik<br />
Das ProduktstehtimVordergrund:Technische Details98%<br />
Nicht nur “32GB vs. 16GB” sondern: <br />Wie finde ich das richtige Produkt für mich?<br />
Szenario: Fashion<br />
“Social Shopping”<br />WiefindenesmeineFreunde?<br />39%<br />
Nicht “wie finden es die anderen” sondern: “Passt es zu mir?”<br />
Szenario: Flugreise<br />
Der PreisstehtimVordergrund: <br />Vergleich<br />76%<br />
Nicht 8 Angebote nebeneinander, sondern: “Fühle ich mich ausreichend über Konkurrenzangebote informiert?”<br />
Fazit<br />
“Instant gratification”<br />Mehrwert<br />
Kennt eure Kunden<br />
Kennt den Kontext<br />
Sprechen wir nur von Mobile Commerce?<br />
Keep it simple<br />
Danke!<br />Sabine Göpel<br />sgoepel@sapient.com<br />www.xing.de/profile/SabineGoepel<br />www.twitter.com/stadtnomadin<...
Quellen<br />S. Göpel: Interviews mit Fee Beyer, Florian Hermsdorf, Torsten Schollmayer, Hendrik Halkow, Christina White, ...
Bildernachweis<br /><ul><li>Page 1: By sea turtle – http://www.flickr.com/photos/sea-turtle/3541655540/ (Creative Commons ...
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Mobile Digital Consumer

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Vortrag auf der IA Konferenz 2011

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Mobile Digital Consumer

  1. 1. Mobile Digital Consumer<br />Konsumentenbedürfnisse und Smartphone Nutzung beim Einkauf<br />IA Konferenz 21.05.2011<br />Sabine Göpel, SapientNitro<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5. Nicht wir Experten bestimmen was wichtig ist. Die Nutzer tun es. <br />“What’s in for me?”<br />
  6. 6. Experten<br />
  7. 7.
  8. 8. “Das Smartphone wird ein intelligenter Shoppingassistent.”<br />
  9. 9. “Smartphones ermöglichen einen virtuellen Layer über der realen Welt.”<br />
  10. 10. “Um ehrlich zu sein – Ich habe es natürlich schon ein paarmal ausprobiert, aber ich selbst verwende es eigentlich nicht gerne.”<br />
  11. 11. “Ich verwende mein Smartphone, um unterwegs Produkte zu speichern, die mir gefallen, und so eine Wunschliste zu führen.”<br />
  12. 12. “Ich verwende mein Smartphone im Geschäft, um Preise und ähnliche Produkte im Internet nachzuschlagen.”<br />
  13. 13. “Ich kaufe Dinge mobil ein, die ich dringend in dem Moment benötige.”<br />
  14. 14. “Es muss schnell gehen. Und mit schnell meine ich jetzt echt schnell.”<br />
  15. 15. “Wenn ich in der Stadt bin, möchte ich sehen, was Geschäfte in der Nähe anbieten.”<br />
  16. 16. Gamification<br />
  17. 17. Nicht die Technologie ist entscheidend sondern die User Experience. <br />
  18. 18. Konsumenten-befragung<br />
  19. 19. Verfügbarkeit<br />
  20. 20. Nicht nur “Haben wir (nicht)” sondern: <br />Wie nehme ich die Hürde zwischen dem Produkt und mir? <br />
  21. 21. Preis<br />
  22. 22. Nicht nur “19.95€” sondern: <br />Möchte ich mir dieses Produkt leisten?<br />
  23. 23. Szenario: Unterhaltungselektronik<br />
  24. 24. Das ProduktstehtimVordergrund:Technische Details98%<br />
  25. 25. Nicht nur “32GB vs. 16GB” sondern: <br />Wie finde ich das richtige Produkt für mich?<br />
  26. 26. Szenario: Fashion<br />
  27. 27. “Social Shopping”<br />WiefindenesmeineFreunde?<br />39%<br />
  28. 28. Nicht “wie finden es die anderen” sondern: “Passt es zu mir?”<br />
  29. 29. Szenario: Flugreise<br />
  30. 30. Der PreisstehtimVordergrund: <br />Vergleich<br />76%<br />
  31. 31. Nicht 8 Angebote nebeneinander, sondern: “Fühle ich mich ausreichend über Konkurrenzangebote informiert?”<br />
  32. 32. Fazit<br />
  33. 33. “Instant gratification”<br />Mehrwert<br />
  34. 34. Kennt eure Kunden<br />
  35. 35. Kennt den Kontext<br />
  36. 36. Sprechen wir nur von Mobile Commerce?<br />
  37. 37. Keep it simple<br />
  38. 38. Danke!<br />Sabine Göpel<br />sgoepel@sapient.com<br />www.xing.de/profile/SabineGoepel<br />www.twitter.com/stadtnomadin<br />www.slideshare.net/goepelsabine<br />www.querweb.wordpress.com<br />
  39. 39. Quellen<br />S. Göpel: Interviews mit Fee Beyer, Florian Hermsdorf, Torsten Schollmayer, Hendrik Halkow, Christina White, Michael Bleyer. (07.04.11-22.04.11)<br />S.Göpel (2011): Online Survey “Consumer needs and mobile behavior”. <br />C. Fehrenback, A. Rösgen (2010): The new smart customer. How they really buy and how we can adress this. <br />Mashable: Neiman Marcus Launches Nationwide SCVNGR Challenge (http://mashable.com/2011/03/17/neiman-marcus-scvngr/)<br />
  40. 40. Bildernachweis<br /><ul><li>Page 1: By sea turtle – http://www.flickr.com/photos/sea-turtle/3541655540/ (Creative Commons License)
  41. 41. Page 4: By Thorsten Rockstar – http://www.flickr.com/photos/thorstenrockstar/4427605384/ (Creative Commons License)
  42. 42. Page 7 / 10: © Tanja Mackensen. Permission granted.
  43. 43. Page 16: By Franco Folini – http://www.flickr.com/photos/livenature/344957138/ (Creative Commons License)
  44. 44. Page 19: By Bryan Pearson – http://www.flickr.com/photos/bryanpearson/564703455/ (Creative Commons License)
  45. 45. Page 23: By Yutaka Tsutano – http://www.flickr.com/photos/ivyfield/4667604054/ (Creative Commons License)
  46. 46. Page 27: By thinkretail – http://www.flickr.com/photos/28964535@N08/4931989198/ (Creative Commons License)
  47. 47. Page 36: By Ravenelle – http://www.flickr.com/photos/ravenelle/4399750012/ (Creative Commons License)
  48. 48. Page 37: By Dennis Skley – http://www.flickr.com/photos/dskley/4655721184/ (Creative Commons License)
  49. 49. Pages 3, 12, 25, 28, 30, 33 : Eigene Fotografien. By Sabine Göpel. </li>

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