Are social media a live sales channel for home shopping? Can new customer segments be opened up there? What role can influencers play in establishing the home shopping offer on social media?
Answering these questions has a major impact on the strategic direction of home shopping providers. In order to come to well-founded, plausible assessments, HSE24 has carried out a one-semester market research project with master students from the Macromedia University of Applied Sciences. The scientific management of the project was with Prof. Dr. Dr. Castulus Kolo and Prof. Dr. Florian Haumer.
Home shopping – what is important to customers?
Based on a detailed customer briefing and detailed scientific research, the Macromedia students formulated relevant theses on the “home shopping experience 2.0”. In a second phase of the project, these theses were examined on the basis of extensive customer surveys on the HSE24 portals, digital user analyzes and a detailed content analysis of various sales consignments.
Can the success factors be reproduced in social media?
In the end, the students came to clear conclusions, which they gave to HSE24’s management in a detailed, well-prepared list of recommendations.
At the heart of the policy recommendations: the creation of an influencer incubator, in which the most talented sellers of HSE24 are to be built into social media influencers. Furthermore: concrete suggestions to improve the quality of the online purchase decision by 3D visualization and virtual experience of the products and thus to support more sustainable consumer behavior.
The feedback from the project partner HSE24
The project partners at HSE24 were very impressed with the methodological as well as the creative ability of the students who had programmed their illustrative examples.