Customer retention and acquisition from German market
Sjöroos, Nina (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112521679
https://urn.fi/URN:NBN:fi:amk-2021112521679
Tiivistelmä
Globalization has increased the popularity of online shopping. Consumers have more opportunities to fulfill their needs by using foreign websites. The commissioner for this thesis was Backstage Rock Shop Oy. The company is primarily selling band merchandise by using their own website. Their online store is an official webstore for many bands and is available all around the world.
The main reason for this study was to investigate how the commissioner could attract more customers from Germany. As it is their third biggest market after Finland and the US, the company was interested to grow their revenue. Thus, there was a need for information about how local consumers behave before, during, and after a purchase. After gaining more information about digital marketing, customer journey and prospecting, the author determined the appropriate data collection methods.
The research utilized primary data which was collected by the author. The data was gathered by using two different surveys and semi-constructed interviews. The target group for them was 25- to 44-year-old German consumers or individuals who have lived in Germany for many years. The surveys had also a sepa-rate targeting factor, depending on if respondents had made a purchase from the commissioner’s online store. Overall, surveys and interviews gathered 73 responses: 39 from current customers, 26 from possible future customers and 8 people were interviewed.
After analyzing received data, the author made four different recommendations for the commissioner. Still, the author points out there is a need for further studies. The findings indicate that some respondents do not feel comfortable pur-chasing from Finnish online stores. Unfortunately, there was no further explanation why these individuals feel this way. Thus, the author recommends this issue should be further investigated.
The main reason for this study was to investigate how the commissioner could attract more customers from Germany. As it is their third biggest market after Finland and the US, the company was interested to grow their revenue. Thus, there was a need for information about how local consumers behave before, during, and after a purchase. After gaining more information about digital marketing, customer journey and prospecting, the author determined the appropriate data collection methods.
The research utilized primary data which was collected by the author. The data was gathered by using two different surveys and semi-constructed interviews. The target group for them was 25- to 44-year-old German consumers or individuals who have lived in Germany for many years. The surveys had also a sepa-rate targeting factor, depending on if respondents had made a purchase from the commissioner’s online store. Overall, surveys and interviews gathered 73 responses: 39 from current customers, 26 from possible future customers and 8 people were interviewed.
After analyzing received data, the author made four different recommendations for the commissioner. Still, the author points out there is a need for further studies. The findings indicate that some respondents do not feel comfortable pur-chasing from Finnish online stores. Unfortunately, there was no further explanation why these individuals feel this way. Thus, the author recommends this issue should be further investigated.