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It hit the media stage as Twitteria’s purest entertainment program: Austria’s department store. A big hit looks different, signals are more likely to go wild, based on news quickly spreading on social media. At the latest, now everyone wanted to curse and went to kaufhaus-oesterreich.at to search for products.
Hit for looking for a ski suit? Zero, nothing, niente. iPhone? Apparently only one supplier in the whole of Austria. The wide world of product variety definitely looks different.
That already describes the problem. The new offer is thought from the wrong side, at least when potential customers are asked their opinion. The stated goal of the Digitization Minister Schramböck and the President of the Mahrer Chamber of Commerce was to make local web shops visible. So to form a platform for small and medium-sized companies that already have an online store. “I buy regionally, that can also be done digitally!” It’s the proper rhyme. After all, you can’t just sit back and watch purchasing power flow to foreign online stores. This is undoubtedly patriotic, but unfortunately not exactly what customers were expecting.
Because consumers don’t want a website where you can search for websites that can offer you the product you want. You want everything from a single source, as simple as possible, affordable and immediate.
It sounds as simple as it is difficult to implement in practice. Especially when the search for products is done through the ABC company, as is the case with Kaufhaus Österreich, which was not actually built for this purpose. On the positive side, there is room for improvement in the search function. After all, it is not in the spirit of the inventor that potential buyers are sometimes referred to as the “archenemy” Amazon. Minister Margarete Schramböck hastily promised Tuesday that the site would be continually improved.
You can blame Amazon for a lot. Tax optimization programs around the world. Or the working conditions in the dispatch centers. But it’s not that the group doesn’t think about its users all the time. Basically, the platform is a great search engine that customers use in exactly the same way. By the time it got there, the American company had invested millions and millions in improving its processes. On the contrary, the 627,000 euros that entered the Austrian department stores are a proverbial apprenticeship.
Ultimately, you have to leave the church in the village: Anyone who seriously believed that department stores Austria would compete with Amazon also believes in Baby Jesus.
