{"id":30437,"date":"2019-11-08T13:32:36","date_gmt":"2019-11-08T11:32:36","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=30437"},"modified":"2019-11-08T13:32:36","modified_gmt":"2019-11-08T11:32:36","slug":"smarte-forschung-zum-smart-shopping","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/smarte-forschung-zum-smart-shopping\/","title":{"rendered":"Smarte Forschung zum Smart-Shopping"},"content":{"rendered":"

[vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_single_image image=“27629″ img_size=“large“ alignment=“center“ onclick=“custom_link“ qode_css_animation=““ link=“https:\/\/www.horizont.net\/planung-analyse\/nachrichten\/online-special-fmcg–handel-smarte-forschung-zum-smart-shopping-178453″][vc_empty_space height=“20″][vc_empty_space height=“20″][vc_column_text]<\/p>\n

N\u00e4her an der E-Commerce-Realit\u00e4t – mit den richtigen Tools<\/h1>\n

 <\/p>\n

Im k\u00fcrzlich erschienenen Online Special FMCG & Handel der Planung & Analyse<\/a> besch\u00e4ftigt sich Felix Metger<\/a> mit den Herausforderungen des FMCG E-Commerce. Der Unit Lead Shopper Experience erkl\u00e4rt au\u00dferdem, wie FMCG Marken durch authentische Marktforschung den entscheidenden Wettbewerbsvorteil sichern k\u00f6nnen.<\/p>\n

„Seit Anfang der 1960er Jahre sammeln die Menschen in Deutschland ihre Einkaufserfahrungen \u00fcberwiegend im Supermarkt: Hier finden sie problemlos Produkte, Sonderangebote und sogar Ideen f\u00fcrs Abendessen. Was im Supermarkt, abgesehen vom l\u00e4stigen Anstehen an der Kasse, einfach und schnell erledigt wird, funktioniert online noch keineswegs wie von selbst: Den meisten Konsumenten fehlt es schlicht an der n\u00f6tigen Routine.“ – sagt Felix Metger.<\/p>\n

Im Online-Shop gilt es deshalb die Interaktion des Kunden mit dem Produkt anzuregen und den Einkauf am elektronischen POS zu erleichtern. Um n\u00e4her an die E-Commerce Realit\u00e4t zu kommen, muss auch die Test-Umgebung authentisch bleiben.<\/p>\n

Was das in der Praxis bedeutet und warum der eCom A\/B Test<\/a> diese Herausforderung mit Bravour meistert, erfahren Sie hier.<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“40″]Zum Online-Fachartikel<\/a>[vc_empty_space height=“50″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column width=“2\/3″][vc_column_text]<\/p>\n

Der Autor:<\/h5>\n

[\/vc_column_text][vc_empty_space height=“20″][vc_column_text]Felix Metger leitet bei eye square die Unit Shopper Experience. Der Diplom-Soziologe arbeitet seit 2011 als Experte f\u00fcr implizite Forschung am Marken-Touchpoint POS. Sein Team ber\u00e4t Kunden bei der Durchf\u00fchrung globaler Shopper Studien, mit interdisziplin\u00e4ren\/ -kulturellen Teams und betreut Kunden aus den Branchen FMCG, Automotive, Consumer Electronics.[\/vc_column_text][\/vc_column][vc_column width=“1\/3″][vc_empty_space height=“20″][vc_single_image image=“27826″ img_size=“large“ onclick=“custom_link“ qode_css_animation=““ link=“https:\/\/www.eye-square.com\/de\/felix-metger\/“][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_single_image image=“27629″ img_size=“large“ alignment=“center“ onclick=“custom_link“ qode_css_animation=““ link=“https:\/\/www.horizont.net\/planung-analyse\/nachrichten\/online-special-fmcg–handel-smarte-forschung-zum-smart-shopping-178453″][vc_empty_space height=“20″][vc_empty_space height=“20″][vc_column_text] N\u00e4her an der E-Commerce-Realit\u00e4t – mit den richtigen Tools   Im k\u00fcrzlich erschienenen Online Special FMCG & Handel der Planung & Analyse…<\/p>\n","protected":false},"author":21,"featured_media":30444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[342,204,1],"tags":[],"class_list":["post-30437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-342","category-article","category-news"],"yoast_head":"\nSmarte Forschung zum Smart-Shopping | eye square<\/title>\n<meta name=\"description\" content=\"Felix Metger besch\u00e4ftigt sich mit den Herausforderungen des FMCG E-Commerce und erkl\u00e4rt wie FMCG Marken von authentischen Test-Umgebungen profitieren.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/de\/smarte-forschung-zum-smart-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" 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