Otto – eShopping 2.0

Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

“…The prevailing growth rates in the sector of Web 2.0 suggest that this is not just short-term hype, but rather a sustainable and strident evolution of the information society, trending towards increasing levels of participation, information, and integration of internet users and an increasing influence of consumers on goods and services (Riegner 2007;Rölver/Alpar 2008). The version number in the term Web 2.0 already implies that this is just an intermediate step in an ongoing development (Schnieders 2008). Even though some instruments are currently only used by small user groups, it can be assumed that in the course of the proceeding development of the internet and end-user devices there will be an ongoing diffusion into all classes of population and age groups (Klee 2007).…”

“…In this regard, wikis, blogs and reviews, especially, seem to be able to convey authenticity, reliability and transparency (Richter et al 2007). To meet the consumer's expectations, particular care must be taken in regard to the safety of userspecific information and to the non-restrictive publication of even negative opinions (Möhlen-bruch et al 2008;Schnieders 2008). At the same time, Web 2.0 applications can be used to support cross-channel marketing campaigns.…”

“…Therefore, it seems useful for companies to provide those functions on their own platforms in order to retain reactivity and at least a limited amount of control in view of dissatisfied customers who expect transparency, honesty and a satisfactory problem-solving orientation in cases of criticism (Schnieders 2008). Those heretofore named fields of application for Web 2.0 in sales promotion and advertising policy can be demonstrated with two examples: The German DIY-store "Hornbach" upgraded its website with discussion forums and podcasts and an extensive virtual helpdesk where users could help each other (Michael/Rose 2008).…”

“…There are interesting fields of application for Web 2.0 instruments in view of the differentiation potentials of merchandise accruing from the analysis of user-generated content. On the one hand, Web 2.0 enables retailers to detect wishes, needs and trends (for example, through passive monitoring of communities, blogs, social bookmarking platforms), while on the other hand it allows them to directly integrate customers into product (range) development processes (Schönefeld 2006;Schnieders 2008). A representative survey about the buying behavior of Germans regarding distance selling verifies that consumers want their needs to be taken into account and that they are willing to participate in innovation processes (Promondo 2007).…”