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Earlier this year, E-commerce One-to-One and Content Square revealed the different surfing habits of Internet users worldwide in their international study.

We all know that quality, price, design, customer service, terms and conditions and other factors have a significant impact on how users purchase on e-commerce platforms. But move from one country to another and the rules change completely. Understanding the foreign user’s experience is now a key factor for online retailers’ competitiveness. Translating their website is no longer enough!

“Travel retail is a very exciting growth industry within the retail sector and many stores are using travel hubs to showcase new ideas, using new technology to cross over retail and bricks and mortar shopping channels to provide convenience to commuters as they pass from home to work and back again,”says Doug Barber, managing director of Barber Design.

Following its first foray into travel retail at London Heathrow’s Terminal 2, John Lewis opened its first click and commute store at St Pancras in October. The 278 sq m store provides convenient service for commuters, enabling them to shop online and collect their items as they pass through the station. The store is its first ever to be located in a railway station, aimed at the commuting convenience market. Products ordered online from home before 8pm are delivered to the store the next day and can be collected after 2pm. The store is also a pull for tourists and international travellers going on the Eurostar. Longer opening hours is another bonus. 

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Online shoppers let online retailers know in numerous ways how satisfied or dissatisfied they have been with a purchase. Yet how can online retailers keep an eye on all these different channels and thus ensure a lasting retailer-customer relationship?

The definition of customer feedback

The term customer feedback is a collective term describing the experience users have had with a company, in our case an online shop. Shop and product reviews are generally the most well-known ways for an online buyer to share their experience with the internet community. Forum entries and blogs are just as much a part of this as social media shares and likes.

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E-commerce One to One and Content Square revealed early in this year the different surfing habits of Internet users worldwide through an international study.

Quality and price of the product, design, customer service, terms and conditions: These ecommerce features have more or less significant impacts on a country’s purchasing act to another. Understanding the user experience has become a factor of competitiveness for online retailers: translate its website is no longer enough!

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Luc Dol, President, Enseigne & innovation Club


“If innovation is the implementation of innovative ideas, specific researches to be consistent with an increasingly polymorphous and unloyal Customer’s expectations; Innovation therefore requires novelty compared to what is already offered and not an adaptation of the existing offer, even if….

Today’s innovation is based more and more on the creation of new business models with the example of diverse companies as Nespresso, Amazon or Netflix. The emergence of a behavior called ‘collective’, in opposition to an ideal ‘individualistic’ that had for a long time been dominant, is now completely reorganizing the relationship between individuals and the economy (crowdfunding, collaborative consumption, marketplace, .. ).

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Immersion into the new tech buying process in the connected shopper’s shoes! The future of traditional commerce is already here.

Watching TV in your living room will soon be a totally new experience. The connected consumer constantly switches from one device to another, going from their smartphone to tablet, to desktop, to laptop, to television, and back to their smartphone.

“Second screening”—the use of a phone or a tablet while watching TV—is now an integral part of the connected consumer’s behavior. According to a survey from Ericsson Lab, 60% of the time TV viewers are watching a show in the evening, they’re also using their smartphones, tablets or other devices. That means it is now necessary for brands to fully integrate this second screen into their business strategy. The multi-channel customer process starts with the consumer.