Marketing Smile
Digital Consumer Behavior
“Virtual” discounts of famous brand
Dec 3rd
Online sales are a new opportunity for companies to monetize inventory without damage their personal image.
The strategy used by websites like BuyVip and Privalia is simple: they send a warning e-mail in advance to the potential buyer (consumer that has already subscribed himself to the website). They advise that the next day at a specific hour they will begin selling a set of proposals brands (very famous brands) at a discount, ranging from 30 to 70%, since these inventories may be part of a previous season. The short duration of offers, from a minimum of two to a maximum of five days, along with the discount benefit, play a decisive role stimulating emotional purchase and impulse: you can buy the object of desire just with a click of the mouse, and within ten days the merchandise you bought will come to your home. The product, in fact, is taken directly from the supplier (this also allows considerable savings for the client), conveyed in the stores of the website, packaged and then shipped by courier. Read the rest of this entry »
Fears about online fraud
Dec 3rd
I would like to share with you some issues pointed out in an article that I recently read in “CorriereEconomia”, an Italian newspaper (November 9, 2009).
In this article the journalist underlines that the fears for chance of encountering fraud in the virtual world are common among consumers. He shows different protection systems that every consumer can use whenever he/she wants to buy online.
“The use of credit cards on the Web is growing strongly” – explains Enrico Albertelli, director of marketing and ecommerce of CartaSi -. “That’s why we offer different levels of security. Each company has created strategies ad hoc. CartaSi for example, has introduced a classical system of data protection with password. It is 3DSecure – specifies Albertelli – and it is based on a program that gives the possibility of combining a code to the credit card number. The password is requested to authorize any online payment and replaces the signature that we have to put on the receipt, when we shop traditionally”. Read the rest of this entry »
Companies are increasing the consumers’ likelihood of making a purchase
Dec 3rd
Today, thanks to Internet, companies have a great possibility to make their products available worldwide and to reach as much consumers as possible. Using blogs, chat rooms, video, social networking website companies can create and maintain a relationship with their consumers and they can interact with them sharing their opinion, suggestions, complaints etc…
Every consumer relies on a specific type of social websites or company website for product and brand information. As a result, companies try to engage directly with them using this social network creating a great opportunity to not only reach more consumers, but also increase their likelihood of making a purchase. But companies should be very careful in using digital marketing tools because they have to consider the impact of online word-of-mouth that can affect the consumers purchase decision. Read the rest of this entry »