Shopping in the online store About You

Zaradi napredka v informacijsko-komunikacijski tehnologiji posledično raste število ljudi, ki uporabljajo internet. S tem se hkrati povečuje število oseb, ki internet uporabljajo za nakupovanje izdelkov ali storitev. Tako posamezniki kot tudi podjetja se moramo tehnološkim spremembam prilagajati in jih nenehno spremljati. Že nekaj let zaznavamo rast uporabe spletnih trgovin, kar pa je v zadnjem obdobju močno spodbudila tudi epidemija covida-19. Kljub temu da uporaba spletne trgovine raste, velik delež uporabnikov še vedno raje nakupuje v klasičnih trgovinah. S primerjavo med nakupovanjem prek spleta in nakupovanjem v klasičnih trgovinah smo definirali prednosti in slabosti za obe vrsti nakupovanja. Iz tega je izhajal naš problem, tj. kako izboljšati izkušnjo spletnega nakupovanja za uporabnike. Na primeru ene izmed najhitreje rastočih modnih spletnih trgovin v Evropi About You smo analizirali, kako uporabniki dojemajo in se soočajo s procesom spletnega nakupovanja v njihovi spletni trgovini. Rezultati raziskave kažejo, da je pri spletnem nakupovanju še vedno najbolj priljubljen segment oblačil in da se v spletnih trgovinah povečuje zanimanje glede izdelkov za urejanje doma. Ugotovili smo, da obstaja šibka povezanost med starostjo uporabnikov in pogostostjo spletnega nakupovanja. Povečuje se nakupovanje prek pametnih telefonov, sodelujočim v anketi pa je najpomembnejši dejavnik kvaliteta izdelka, ki ga kupijo na spletu. Večina meni, da na njihove odločitve glede nakupov najbolj pripomorejo objave na družbenih omrežjih, ter da se bodo za nakup v spletni trgovini About You zelo verjetno ponovno odločili. V prihodnjih letih bomo priča poskusom premostitve razlik med digitalno in klasično nakupovalno izkušnjo. Podjetniki bodo vse bolj uporabljali kombinacijo med digitalnim in fizičnim svetom, pri čemer bodo morali v osrčje svojih marketinških strategij postaviti uporabnike, njihove želje, potrebe in navade.As a result of advances in information and communication technology, the number of people using the internet is growing. At the same time, this increases the number of people using the internet to buy products or services. Both individuals and companies need to adapt to technological change, and keep abreast of it. For several years now, we have seen an increase in the use of online shops, which has recently been greatly boosted by the epidemic of covid-19. Although the use of online shops is growing, a large proportion of users still prefer to shop in traditional stores. By comparing online shopping with shopping in traditional shops, we have defined the advantages and disadvantages for both types of shopping. This led to our problem: how to improve the online shopping experience for users. Using About You, one of the Europe\u27s fastest growing fashion online stores for an example, we analyzed how users perceive and cope with the online shopping process in their online store. The survey results show that clothing is still the most popular segment for online shopping and that interest in home improvement products is increasing in online shops. We found that there is a weak correlation between the age of users and the frequency of online shopping. Shopping via smartphones is on the rise and the quality of the product they buy online is the most important factor for respondents. The majority believe that social media posts are the most influential factor in their purchasing decisions and that they are likely to purchase from About You again. In the coming years, we will see attempts to bridge the gap between digital and traditional shopping experiences. Companies will increasingly use a combination of the digital and physical worlds, while putting users, their desires, needs and habits at the heart of their marketing strategies