Question #12 How many Internet users are purchasing online? 55% (77% browsed/shopped) Vs. 51% and (75%) last year.

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Presentation transcript:

Question #12 How many Internet users are purchasing online? 55% (77% browsed/shopped) Vs. 51% and (75%) last year

Question #13 What is the main advantage of being a pure-play e-tailer? Focused and nimble What is the main advantage of being a multichannel e-tailer? Brand name Synergies

What has Amazon done right? Amazon simplifies shopping Equity built with consumers is saving Amazon with investors Selection, competitive prices Ease of navigating site/convenience Delivery speed and options Partnerships

Multi-Channel Integration Watch video tape What are the 3 formats discussed? What are the 3 models of multi-channel integration? 2 emerging models? What are the 2 ways multi-channel retailers are structured? List of group members – IC #6

Achieving Integration Creating consumer value Leveraging the multi-channel business model Developing new revenue streams Channel synchronization

Consumer Value Proposition Risk Reduction StoresCatalogInternet GratificationObjectivity/ credibility Information TrialPrice Pers. Service

Consumer Value Proposition Shopping Ease StoresCatalogInternet Payment options PortabilityAccessibility ImpulseLongevitySelection Intentional Browsing AccessibilityConvenience

Consumer Value Proposition Shopping Experience StoresCatalogInternet EntertainmentIdeasPersonalization Social Interaction UniquenessImmediacy Community

Leveraging the Multi-Channel Business Model Leverage existing assets Overcome channel-specific limitations Gain insight into cross-channel shopping behavior

Leveraging Existing Assets Brand name recognition

Leveraging Existing Assets Brand name recognition Advertising Customers Physical assets Supply chain capabilities Service capabilities

Overcoming Channel Specific Limitations Stores Space constraints Inconsistent execution

Overcoming Channel Specific Limitations Catalogs High cost

Overcoming Channel Specific Limitations Catalogs High cost Static

Overcoming Channel Specific Limitations Internet Lack of visibility Amazon, wine.com, cooking.com, Mycashmere, Gold Violin launched catalogs

Overcoming Channel Specific Limitations Internet Lack of credibility

Gaining Consumer Insight Capture true demand

Gaining Consumer Insight Capture true demand Cross-channel visibility Customer feedback

Building the Brand

New Revenue Streams Intensification Current market/existing customers Avon, Tupperware, Walgreens Extension Current market/new customers Eddie Bauer, Sharper Image, Lands’ End – online are new Victoria’sSecret – men on line

New Revenue Streams Extension Current market/new customers Eddie Bauer, Sharper Image, Lands’ End

New Revenue Streams Expansion Current market/new geographic markets REI-Japan Diversification New products, services, solutions Eddie Bauer – Children’s Gap - Maternity

Channel Synchronization Extension of a common brand Most valuable asset Associated with lifestyle and customer rather than retail format, channel, geography, etc.

Channel Synchronization Merchandise consistency Limited or focused discrepancy across channels

Channel Synchronization Pricing Use of flexibility

Channel Synchronization Pricing Use of flexibility

Channel Synchronization Cross Promotion In-store catalog desk/web kiosk Pick up catalog in store Order catalog on line Retail store locators online/catalogs Advertising circular available online In-store signage promoting web site and catalog

Channel Synchronization Fulfillment In-store pickup of online goods Inhouse vs outsourcing East of returns Customer Relationship Management Leverage at all customer touch points Data management technology