Online Customers Want to be Inspired

A German study sponsored by IBM and the CoreMedia Corporation has asked one thousand internet users why they switch between online and offline shopping and what would keep them connected to one multi-channel-system. The study focused on early adopter customers.

They found out that it isn’t only the price that takes customers to go offline shopping but also that the whole shopping experience creates emotions which attracts them better to the products. 60 % of the early adopters said that they would shop more online if the experience as such would be better and even 80 % of all persons asked said that an attractive presentation of the product range is a basic requirement for buying online. A plain listing of the product range in an online shop is no longer sufficient for most of the customers.

According to the study, one way of presenting a better experience is to create unified theme worlds offering the customers a comprehensive shopping experience – online and offline.

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Capi Europe: Strong Man with Lightweight Pots

Last year Capi Europe, a Dutch manufacturer for pots, made an original photo shooting with its Lightweight products. The pots weren’t shown with plants but together with an athletic  young man, in some pictures they were tied to him with strong ropes. The pictures were used for an aesthetic advertising campaign that depicts the man and the background in black and white while the pots glow in strong orange.

The striking pictures were exposed on billboards all over the Netherlands – from Amsterdam to Maastricht and from Groningen to Rotterdam. One billboard in Amsterdam even had a real pot mounted on it which was a real eye-catcher. These motives were also shown at the spoga+gafa trade fair in Cologne last year. The center of the exhibition booth of Capi Europe was an oversized picture of the nude model with a pot on his head.

There was another interesting campaign at Capi Europe in 2012: You could find lots of large orange pots in public places in the Netherlands. They were placed around large trees in the city center, so that one had the impression the big trunks were growing right out of the Lightweight pots.

Wondering how Capi Europe will show up on spoga+gafa in 2013?

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