Interview • 17.04.2020

"Love greetings" from the online shop

With the web-based application ViDGREETS, online shoppers can record personal messages and send them together with their purchase.

Man in dark sacko crosses his arms in front of the camera....
Source: WERETAIL

ViDGREETS – the name says it all. With this feature, customers in the online shop can quickly pack and send video greetings with their order. 

Retailers can also use it to send messages to their customers. In an interview, Marco van Eersel talks about all the possibilities of QR code-based services, the importance of personalization, and looks to the future of retail in these turbulent times. 

Mr. van Eersel, why is personalization becoming more and more important in online commerce, and what role do new technologies play?

There are some examples of prominent online shops with customized products. I think that with the interchangeable offerings of the major platforms, such promotions are particularly well received by customers who do not want to choose everything ready-made. The features have to be suitable for the masses, but still be customizable in a clever way. So, we need applications that consumers can tailor to their specific needs or occasions. The technology for such offers has to be easy to manage. 

How would you describe the purchasing behavior of customers online?

Up to now, online shoppers have concentrated on product features and price, while local customers are increasingly looking for advice and expect a shopping experience. However, personalized offers and features can also make a visit to an online shop more emotional and generate a special shopping experience. Individual and personalized products are a wonderful way to stand out from the crowd. It's perfect if I can tell a story with a product. This makes it an experience for the customer.

Qr-Code is read via Smartphone
Source: PantherMedia / Mihai Barbu

You offer such a feature with ViDGREETS. What's behind it?

You create a video with a nice message to friends and family and send it using QR code technology. To do so, no app, no YouTube, no messenger, and no registration are required. It is particularly charming when the code with the video message is printed on a greeting card, for example, and reaches the recipient. A tool for virtual hugs, which is good for everyone right now! In the business environment, ViDGREETS can also be used to transmit moving images for tutorials, maintenance tips, or assembly instructions to the customer, if possible, directly with the QR code on the product. 

What does the technical implementation look like?

ViDGREETS can be integrated into all web-based systems either by an individualized plugin or a module that we develop according to the shop's specifications. And it can be used on all web-enabled end devices without the need to install any apps directly in the browser. The customer is given the opportunity to record a video at the checkout of the online shop or at another point in the web-based application. With our plugin online shop visitors can record their messages in the browser, upload a video file, and send it themselves or have it sent with the respective product.

What do you think is necessary for the most comprehensive shopping experience possible?

The combination of online and offline is exciting. So, actions that I can play through all channels. The consumer recognizes the features of their online shop in a similar way in the store. This combination is a feature of ViDGREETS. Take a furniture store, for example, that gives the customer a video with assembly instructions for the new shelf. The code is glued directly onto the packaging. The customer already knows these tutorials from the furniture supplier's online shop. It is a great experience when you can use known tools online and at the point of sale.

What should retailers not forget in their marketing strategy?

Never lose sight of your customers and their needs. Show how the product changes the everyday life of your customers. Tell them how the product is used and how this changes or improves the situation for them. Needs, emotions, understanding, and proximity are sustainable issues, especially in times of crisis such as the one we are currently experiencing. If you have a medium or an application through which the need for proximity and understanding can be fulfilled at least a little, this is worth more than any marketing strategy; it is "added value" in the truest sense of the word.

A look into the future: How will we shop in 20 years?

I believe that the current situation will lead to greater acceptance of online business among small and medium-sized retailers and that regional retailers in particular will find access to digitization. Customers expect technical solutions that assist them in their shopping: Mobile navigation to the product ranges in the store or real-time offers on the smartphone. Or the manufacturer's video message with assembly instructions for the new shelf, which can be found directly on the packaging.

Interview: Katja Laska

related articles:

popular articles:

Thumbnail-Photo: COVID-19: Study reveals impact on hourly workforce...
04.05.2020   #online trading #e-commerce

COVID-19: Study reveals impact on hourly workforce

78 percent are worried about making ends meet during the pandemic and 47 percent have less than $1,000 in savings

Bluecrew, the staffing technology platform connecting job seekers with W-2 protected hourly work, released new survey results which indicate hourly workers are bearing the brunt of unemployment and uncertainty in the face of the COVID-19-fueled ...

Thumbnail-Photo: 3 steps to personalisation in e-commerce
04.08.2020   #online trading #e-commerce

3 steps to personalisation in e-commerce

How retailers can build trust and foster customer loyalty

The COVID-19 pandemic has left a visible mark on the retail sector, and companies have had to find new ways to reach consumers effectively in a very short time. Many companies that had previously focused on stationary retail have expanded their ...

Thumbnail-Photo: Coronavirus: most Americans now using face masks...
15.05.2020   #brick and mortar retail #coronavirus

Coronavirus: most Americans now using face masks

New nationwide survey from Fast

A new nationwide survey from Fast shows that the vast majority of Americans – 88 percent – are now using face masks, but 19% want to personally receive a COVID-19 vaccine before they feel safe shopping in stores again, while another 29 ...

Thumbnail-Photo: Which businesses should be open?
17.06.2020   #brick and mortar retail #coronavirus

Which businesses should be open?

MIT study looks at tradeoffs between economic value and public health, across different types of retail

Banks and bookstores. Gyms and juice bars. Dental offices and department stores. The Covid-19 crisis has shuttered some kinds of businesses, while others have stayed open. But which places represent the best and worst tradeoffs, in terms of the ...

Thumbnail-Photo: The importance of effective complaint management...
12.08.2020   #customer satisfaction #customer relationship management

The importance of effective complaint management

A strategic and cross-channel approach to handling negative customer experiences

Customers are more demanding than ever, while brand loyalty is declining. Even a couple of negative experiences can alienate consumers and erode loyalty. Shoppers increasingly share bad reviews and complaints on public communication channels for ...

Thumbnail-Photo: Merchants can build their own businesses by choosing the right daily...
10.08.2020   #e-commerce #online platform

Merchants can build their own businesses by choosing the right daily deal platforms

Bargaining and the three-way transaction that defines the daily deal market

Researchers from the University of Maryland and Harvard University analyzed the bargaining process between the daily deal platforms Groupon as well as LivingSocial and merchants to identify the trade-offs made by both parties during the transaction ...

Thumbnail-Photo: AfterPay: Survey on the shopping behaviour of Germans...
20.07.2020   #online trading #e-commerce

AfterPay: Survey on the shopping behaviour of Germans

German consumers will make a larger share of their purchases online in July

AfterPay Insights’ end of June research – now covering more 7.400 interviews with German online shoppers – indicates that German consumers will reduce their overall purchases in July. But at the same time, German consumers say ...

Thumbnail-Photo: Custom-tailored: new in-store safe shopping journey solution...
13.05.2020   #consulting #brick and mortar retail

Custom-tailored: new in-store safe shopping journey solution

Suitsupply reinvents retail experience including virtual pre-shopping

Suitsupply, the global men's tailoring brand built on radically personal customer experiences, launches new retail journey as stores reopen. The upside of being global, and the staggered timelines of the outbreaks around the world, is the ...

Thumbnail-Photo: Walmart brings the big screen to its parking lots...
14.08.2020   #POS marketing #marketing

Walmart brings the big screen to its parking lots

Retailer’s first-ever drive-in movie theater

Walmart is lifting the curtain on plans for the Walmart Drive-in, a drive-in movie theater experience, which is rolling into 160 Walmart stores across the country beginning this month, created in partnership with the Tribeca Film Festival.Available ...

Thumbnail-Photo: Take a deep breath ...and get back to work!
26.05.2020   #brick and mortar retail #personnel management

Take a deep breath ...and get back to work!

Retail employee break rooms and rest breaks in Germany

Working hard is important, but so is taking proper rest breaks! Whether we spend this time alone or with colleagues, by getting some sunlight and fresh air or by relaxing in designated rooms – we all need to take a break sometimes to relax and ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen