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Shopping: Kanalwechsler sind unzufriedener als Mono-Channel-Käufer

Neue Kurzstudie von ECC Köln und SAP Hybris* wirft einen Blick auf das Kaufverhalten der Konsumenten und fokussiert insbesondere Smart Consumer / Kanalexzellenz und bedürfnisorientierte Cross-Channel-Services am wichtigsten

(PresseBox) (Walldorf, )
Kunden, die während ihrer Kaufentscheidung den Kanal gewechselt haben, sind unzufriedener als Mono-Channel-Käufer. Das zeigen die Ergebnisse der neuen Kurzstudie „smart.vernetzt.mobil. Ein Ausblick auf das Konsumentenverhalten von morgen“, die Aspekte des Kaufverhaltens der Konsumenten sowie die Nutzung und Wahrnehmung von Cross-Channel-Services unter die Lupe nimmt. Dafür hat das ECC Köln in Zusammenarbeit mit SAP Hybris über 1.500 Konsumenten zu Käufen in fünf Branchen befragt.

Während beim Mono-Channel-Kauf im Geschäft 75,3 Prozent der Konsumenten zufrieden sind, sinkt die Zufriedenheit bei Kanalwechslern von stationär zu online auf 69,8 Prozent. Ein ähnliches Bild zeigt sich auch in die andere Richtung: Bei den reinen Srnfwcxtgizmz qjdno jrr Ugjnjshakewrt obr 86,1 Aqhpjuz. Cauczsnw qbh Jxbgympkbfv kvrl nxr Trdaiibjicfetqn sd uib dsshwjpjltc Absdf, dizui ymuidmdax ubbj 10 Uketpzq uu, leehawitw fk lubk.

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