MD253 – Electronic Commerce Sept. 22, 2005 Single & Multi-Channel firms.

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Presentation transcript:

MD253 – Electronic Commerce Sept. 22, 2005 Single & Multi-Channel firms

Issues Covered Single Channel Case Study –ING Direct Classifying Online Retail Efforts –Characteristics & reason for focus Efficiency Machines Niche Players Traffic Drivers Triple Plays Success in a multi-channel enviornment –“Right Channeling” / “Re-Routing” –Success factors & technologies

Mitigating Risk in ‘Re-Routing’ Understand channel economics –‘true cost’ beyond raw margins: loyalty, frequency, acquisition costs, freight, returns, service Incentives to guide customers to the right channel –“carrots & sticks” Provide a safety net Communication program –for internal & external constituencies

True Cross-Channel Design Customer clicks “Save Application” from any application page Banker in store retrieves all saved application data and can Complete the application. Source: Watson, Latinbanking.com

Rightchanneling Messages & Results

Messaging & alerts

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