Im Herbst 2012 haben die University of Arizona und Demandware®, Inc. (NYSE: DWRE), führender Anbieter von On-Demand E-Commerce-Lösungen, gemeinsam eine Studie durchgeführt, bei der 7.413 Teilnehmer in den USA, Deutschland, Großbritannien und Frankreich befragt wurden. Insgesamt 1.380 der befragten Personen stammten dabei aus Deutschland. Die Studie ergab, dass es ein wachsendes, wertvolles Verbrauchersegment gibt, das der Einzelhandel kennen und bedienen sollte: Diese Kunden werden als Digital Divas definiert – denn sie sind beides: digital engagiert und modisch interessiert.
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