Integrerade Köpmiljöer Som Framtidens Shopping

Sammanfattning: The digital transformation has profoundly changed how we shop and consume products. A more integrated shopping environment has emerged where the shopping function is incorporated in a non-shopping environment. One example of this emerging trend is a service offered by the collaboration company of this study, where they have a function allowing editors to sell products directly in the articles. This is a profoundly new shopping medium where the lines between inspiration and shopping is very much non-excising. This is a phenomenon that falls into the definition of Integrated shopping. Because of the newness of this specific service little research has been done on how Integrated shopping affects consumers' purchase patterns. To know how to attract and reach out to a more digital consumer is however crucial to be successful as a contemporary retailer, whereas this study is considered a much-needed contribution in the area. With this in mind, a quantitative content analysis was conducted at 110 articles from 10 different magazines, whom are using the service offered by our collaborative company. This in order to identify different aspects that could have an effect on the conversion rate to click on, and to purchase the products. A thoroughly review of the articles selling data, provided by our collaborating company, was done. The factors in the articles were summarized in visual, purchase-related and editorial aspects, where we analyzed a total of eighteen factors. The result shows that articles that focus on having a coherent content with a more limited number of offered products are more successful based on conversion rate. If the article is to similar to a classic e-commerce site with a too broad range of offered products, a structure of substitute products and information about how to shop, the article becomes to un-coherent and the feeling of personal recommendation gets lost and conversion rate thereby falls. The results also indicate that using a statement from the company behind the products sold is positive, as this aspect is believed to create a personal touch to the article. However, the articles can still incorporate purchase-focused elements such as a selling headline and the use of a shopping-symbol as these aspects are proven to boost the conversion rate. To summarize, actors on the Integrated shopping arena should have offers characterized by a personal, coherent and relevant content but with some commercial elements.