Your SaaS and
E-Commerce Dictionary

Your one-stop-shop for learning definitions, terms, strategies, and trends within e-commerce, pricing and online retail.

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Glossary Overview:

As experts in pricing and e-commerce, we’re dedicated to being your first choice when it comes to receiving knowledge and insights. Broaden or improve your understanding of the e-commerce industry, pricing and marketing strategies, consumer behaviour, and retail in general.
A

Assortment Depth

In contrast to the breadth of an assortment, the term "depth of assortment" is used when the overall assortment contains many similar articles. If a product is available in several variations, this is referred to as a deep assortment.
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AIDA Formula

The AIDA formula finds its application in customer-based marketing and stands individually for Attention, Interest, Desire and Action. These stages are part of the customer journey and show an ideal progression of marketing activities, from interest arousal to purchase.
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Avoiding Returns

Returns in excess can cause a bottleneck for online retailers in both finances and resources. Therefore, it is crucial to avoid returns as much as possible by eliminating return causes as best as possible. How this can be done often follows from the reasons for returns.
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Anchor Price

The anchor price, or reference price, is the price range that the customer considers reasonable for an offer. A known price is used by the consumer as an "anchor" to better classify another price. In connection with this, one also speaks of a price anchor effect. This is based on the fact that human judgments are arrived at through comparisons. Prices are therefore rarely perceived in absolute terms, but in connection with known reference prices.
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B

Behavioural Targeting

Behavioural targeting is a type of segmentation that utilises information about a website visitor or app user’s past behaviours to guide advertising insertion. It combines technical and geographical data of each visitor with other available habit history, including website actions, search history, preferred categories and more.
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Black Friday

A retail sales event with large discounts that are designed to stimulate consumption. The Black Friday tradition comes from the US and falls on the 4th Friday in November, one day after Thanksgiving. In Germany, the day is widespread, especially in online business and in the last years has been extended to several days up to a whole (black) week.
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Brand Awareness

Brand awareness arises when the user recognises the respective brand. Factors such as visuals, acoustics and atmosphere contribute to this recognition.
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Brand Store

In online retailing, a brand store is a store that preferably only stocks articles from selected brands.
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Base Price

The base price is the price per unit. The indication of the base price in retail is intended to lead to more price transparency for consumers. In (stationary) food retailing, the basic price indication on price labels has long been mandatory. This is intended to give consumers more security and control and to counteract the fact that consumers are offered "cheat packs". The mandatory basic price indication makes it easier to compare articles with different filling quantities.
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C

Cyber Monday

As a response to Black Friday, which originated in stationary retail, Cyber Monday focuses on discounts in online retail. Cyber Monday takes place on the following Monday of Black Friday.
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Customer Interaction Centre (CIC)

Further development of the customer service centre as a central platform in which the various communication services converge, where multiple customer data and information are bundled, irrespective of the communication channel.
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Customer Service Centre (CSC)

The Customer Service Centre is also simply called customer service. An organisational unit that handles customer concerns (problems, questions, support) by telephone or in writing via e-mail, chat or ticket system, with the aim of ensuring customer satisfaction.
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Conversion Funnel

A conversion funnel is comparable to a funnel for e-commerce. The potential customer passes through this funnel on the way to purchase (conversion). A visitor thus becomes a customer and passes through the steps of awareness, interest, desire, and action.
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Cost per Order (CPO).

The CPO model is used in online marketing and describes the billing method according to this pattern: an advertisement is only billed (cost) if a customer makes a purchase (order).
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Context Targeting

Context targeting is a method of making online advertising even more specific. With the help of keywords and text context, a vendor can place advertisements on suitable websites.
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Customer Journey

The customer journey describes the journey a customer goes through on the way to buying a product. Different stages can have a positive effect on the customer's decision-making process by supporting targeted marketing strategies.
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Check-Out Funnel

Similar to the typical conversion funnel, the customer passes through different stages in the check-out funnel. These stages start, for example, at a landing page and end at the "check-out page" (the thank-you page after the purchase has been made).
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Crooked Prices

Whether in brick-and-mortar retail or online stores, pricing plays a significant role in selling all kinds of articles. Under the generic term "price psychology", one quickly encounters the concept of crooked, or precise, prices. A crooked price starts to look like the "Just Below Price", always from the cent amount of an article price, for example, 6,87€. This pricing strategy often leads to price underestimation on the part of customers.
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Cues and Primes

Cues and primes are stimuli which retrieve mentally stored information from the buyer and are intended to influence them in a certain way. They are also used in the field of price psychology. Cues are aimed at cognitive thought processes. For example, expensive products are of better quality at the same time. In this case, the cue is the price, from which customers assess the quality of a product. Primes, on the other hand, are based on subconscious stimuli, such as a certain colour or a certain smell, which are intended to convey certain values (e.g. safety) to the customer and thus favour the purchase decision.
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Complementary Goods

The term complementary goods refers to goods or products that complement each other in their common use. In this context, the use of one good (product A) necessarily presupposes the use of the other good (product B). An example of a complementary relationship is the fountain pen and ink. The price policy effects of complementary goods have negative cross-price elasticity. This means that a price change (e.g. price reduction) of one good (product A) not only leads to a (in this case positive) change in sales of this good, but also - in the same direction - of the complementary good (product B), without a price change being present here.
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Cross-Price Elasticity

Cross-price elasticity measures the percentage change in sales of one good (product A) in response to a change in the price of another good (product B). Cross-price elasticity can be negative, neutral or positive. If there is a complementary relationship between two products, the cross-price elasticity is negative (see complementary goods). Cross-price elasticity is often used for products within a company's own range, but can also be applied to competitor products.
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D

Demand Coverage

In the context of online retailing, the term demand coverage describes the extent to which the retailer can meet the needs of its customers.
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Demand Generation

In the context of marketing strategies in e-commerce, there is often talk of demand arousal. As the name suggests, this involves awakening a specific and previously unconscious need in the customer. This can happen, for example, through advertisements or emotional content. In the best case, the need for arousal leads to a desire to buy.
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Dynamic Attribution Model

An attribution model shows which marketing channels have contributed to a conversion (purchase). A distinction is often made between email, SEO, affiliate and social media channels. The models are based on the customer journey and attempt to estimate the weighting of the channels' sales. A dynamic attribution model does not consider the individual channels in a static order, but in a network-like structure.
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Dynamic Pricing

Dynamic Pricing is when the price is automatically adjusted several times to the current market situation. Dynamic pricing uses information such as competitor prices to calculate an optimal price for each item. You use so-called pricing strategies to control the rules according to which the new prices are calculated.
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Differential Pricing

The basic idea of differential pricing is that customers are offered different prices for the same product. In addition to place of residence, age, type of customer and purchases made, the respective price can be measured by numerous factors.
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Dropshipment Models / Dropshipping

Dropshipping is a method that originated in stationary retailing and is now also used in e-commerce. Online retailers store their goods with the responsible wholesaler and have the items delivered directly from there to the customer. The online retailer does not even come into contact with the thing before it is delivered to the customer. This eliminates expensive storage costs for the online retailer, which can be saved elsewhere, for example, on the selling price.
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E

E-Commerce Strategies

Standing out from other brands and sellers in e-commerce can feel like an insurmountable challenge: When new competitors are constantly popping up and the landscape evolves every day, how can you choose the right set of e-commerce strategies to find new customers and drive sales?
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F

Fulfilment

Fulfilment is also referred to as completion or settlement. It comprises the entire process of logistically bridging the physical distance between the ordered goods and the customer. In the narrower sense, it consists of storage, picking, transporting and delivering the goods. Complimentary activities include payment, after-sales, and returns processing.
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First Click Approach

The first click approach originates from the attribution methodology. Here, the conversion is completely attributed to the first click, i.e. the first channel with which the customer interacts.
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Talk to one of our consultants about dynamic pricing.

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