For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 1 E-Commerce E-commerce is the process of allowing Web based technologies to facilitate commerce or trade. –E-commerce can be retail, between an e- business and an end user, or it can be used for business-to-business transactions.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 2 Where Are My Groceries? Thinking Strategically –Evaluate your grocery shopping habits. –How often do you, or your family, purchase the same products? –Would you trust a grocer to pick out your meats, fruits, and vegetables without your looking at them? –Which aspects of grocery shopping could be automated?

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 3 Where Are My Groceries? visit how does peapod segment its customers at the beginning of a site visit (in the first two pages)? visit what differences do you see in the first page or two of these sites?

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 4 Where Are My Groceries? now visit what is the main difference between this and the sites on the previous slide? how does this site keep customers coming back and why?

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 5 E-Retailing Retail sales are likely to shift between various alternative sales channels. –Sales channels are the models that businesses use to sell to their customers. These could include brick and mortar outlets catalogs direct marketing phone orders e-commerce Sales Channels should compliment, not cannibalize, each other.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 6 E-Retailing E-retailing will not necessarily result in an increase in overall retail sales; instead, consumers are shifting purchases by adopting a multichannel approach and using alternative sales channels. Multichannel retailers support the commerce process in a number of ways, including: In-store or in-catalog marketing of the online channel gift certificates purchased online in-store return of online orders catalog orders online and others

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 7 E-Retailing look at what are at least three ways that the site encourages a multichannel sales approach? what about

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 8 E-Retailing A destination site is a Web site that is designed to have the visitor return over and over. This requires including extras such as games chats contents new information any other content that the targeted audience may desire

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 6 Slide: 9 E-Retailing Nike offers a variety of sites that mix sales with destination. Google nike. What are some current sites in Nike’s stable? how do these sites localize? what content and functionality encourage users to return?