Module: Orientation: the N=1 effect

“There is one critical difference between old-fashioned word of mouth and the digital version. Talking over the hedge is one-to-one. Digital word of mouth is one-to-millions. If you have a good experience, it's shared and re-shared with millions.” — Prof. Dave Reibstein, The Wharton School


Can anyone remember what it was like to start looking for a product or service by leafing through the Yellow Pages or going through the newspaper ads with a fine-toothed comb? Shoppers may have hardly changed in type, and while their motives may be roughly the same, their behavior when looking around has altered completely in just a few years’ time.


In this chapter, we will discuss orientation in three parts. First, we will examine the universal motives for shopping from the onlife consumer point of view. The second part deals with “finding” versus “being found;” new consumer generations expect (web) stores to be places where they can explore things in a context personally relevant to them. The third part discusses why it will prove insufficient for retailers to simply offer excellent customer service in-store; rather, they will actually need to blend into the lives of onlife consumers, a radically different way of thinking.


Topics in this module:

  • Onlife consumer shopping motives
    • Social motives for shopping
    • Hedonistic motives for shopping
    • Utilitarian motives for shopping
    • Prior-experience-driven motives for shopping
  • Finding versus being found
    • Amazon tests exclusive influencer program
    • Search engines
    • The ZMOT moment
  • New technology brings depth to orientation
    • More relevant search results
    • Virtual reality
    • Augmented reality
    • Holograms
    • 3D printing
  • N=1
    • Profound conversation

Target group: Manager

Module level: Starter

Version | 13 - 08 - 2018

Part of course: Ecommerce Strategy (ECON2)

Topics in this module: Artificial Intelligence and Retail, Content Marketing, Customer Service, Ecommerce Strategy, Market Places, Online Marketing, Online Marketing Plan, Product Information Management, The New Store, User Experience