Value Creation for the Digital Consumer: A Management Guide

The aim of the chapter is to present strategies and managerial practices that enable companies to effectively create value for digital consumers. The chapter provides insights and practical knowledge on actions that can be taken to meet the needs and expectations of online consumers, ensure their satisfaction, and build lasting relationships with them. The research topic focuses on the values sought by digital consumers in online shopping, the importance of customer segmentation strategies for acquiring and retaining digital customers, challenges in managing relationships with digital consumers, and methods of creating value for customers in e-commerce. The significance of effective communication, building customer relationships, and leveraging technology for development in the online market is also emphasized. The research was conducted using an online survey method on a sample of 1,150 Polish e-consumers in 2020. The study focused on the characteristics of e-consumers, creating their demographic and psychographic profile. It analyzed the structure of product assortments in shopping carts, motivations for online shopping, methods of gathering information about e-commerce offers, and factors influencing product selection and online purchasing conditions. It also examined post-purchase experiences, preferences regarding organizational forms of online commerce, and factors influencing the choice of shopping destination. The research findings indicate that digital consumers value time savings, 24/7 product availability, lower prices compared to traditional retail, the ability to compare offers from different manufacturers, and the convenience of shopping. Key customer acquisition strategies include ensuring product availability, a wide range of products, low purchase costs, and an attractive promotional system. Key customer retention strategies include offering high-quality products, quick email communication, telephone contact options, secure payment systems, and a seamless returns system. The conducted research allowed formulating the following conclusions: 1/Transforming digital customers into "ambassadors" of the online store requires personalizing the shopping process, building communities around the store/product/brand, and utilizing modern technologies such as artificial intelligence, augmented and virtual reality, and blockchain. 2/ E-commerce platforms should support communication between customers and anticipate their expectations, for example, through eco-friendly forms of product delivery. 3/ Managing relationships with e-consumers requires effective communication strategies, including engaging opinion leaders who have a significant impact on the purchasing behavior of other internet users.