Why Read It?
E-tailing and e-commerce in general has attracted its fair share of hype and it is difficult to predict its long-term acceptance. The failure of a large number of dot-com companies and a drift away from investor confidence in the sector saw critics predicting a short life. This book steers away from the hype and gives a practical guide to success and risk factors in setting up an e-tail operation.
This book gives a practical guide to building a successful retailing business on the Internet. It describes the current state of the market and identifies success factors as well as risks. The book is written by three specialists in e-tailing and is regarded as a valuable guide for anyone entering e-tailing for the first time.
Getting Started
The future of shopping is online–it has already reached a mass-market audience in the USA. Early participants may already have a winning advantage, and established companies must question the fundamentals of their business. The Net has diminished the strength of traditional brands, as Internet success doesn’t come for operations that are simply cloned from the physical world.
Customer loyalty is important but increasingly difficult to create, meaning that soon all successful e-tailers will offer almost everything tailored individually to the customer.
Because the Internet is the central medium of the future, companies should consider offering both online and off-line services, each complementing the other.
Contribution
1. The future of shopping is online
E-shopping has already reached a mass-market audience in the USA, and it is set to take off in the rest of the world. For established retailers and entrepreneurs the question is not which sector is ripe for Internet trading, but whether the opportunity is still open.
2. Traditional physical assets no longer have value
Established companies must question the fundamentals of their business, otherwise an Internet start-up will do it for them. E-shopping is not about exploiting an additional sales channel, but about establishing a whole new business. Traditional physical retail formats must be restructured fundamentally or disappear.
3. New players are seizing power
New players are building up a lead in e-shopping; competitors are springing up everywhere, and competition is becoming increasingly intense. E-tailing will eliminate middlemen, as well as industry and sector boundaries.
4. Successful e-tailing is the survival of the fastest
In the Internet economy, survival and winning are equivalent. Market leadership and the creation of successful new retail formats are critical. However, most e-shopping sites are loss making on a large scale because of high start-up and investment costs.
5. Internet shops need new brands
The Internet has diminished the strength of traditional brands. An example is Prudential’s online bank, aimed at a very different set of target customers to the company’s traditional base. The new brand made little of the company’s traditional virtues–solid, dependable, long-established. The emphasis was on a brand that was modern, technology-friendly, convenient, and different.
6. Context makes the difference
Internet success won’t come for operations that are simply cloned from the physical world. The key to success is to design a retail site around three factors:
* convenience
* content which adds value
* a sense of community and belonging for the customer
The successful site must also have traditional commercial nous.
7. Customer loyalty is important but increasingly difficult to create
E-tailers need repeat business to achieve profitability. However the e-customer is a fickle entity. Winning loyalty depends on a number of factors:
* knowing more about customers and offering more
* addressing customers individually
* giving customers control of the business relationship by enabling then to design personalised products or manage transactions themselves
* creating a sense of community
8. Built-to-order offerings will upset traditional value chains
There are hardly any limits to personalisation. Most cars and PCs are now made to individual specifications, and soon all successful e-tailers will offer almost everything tailored individually to the customer. Even if the product is uniform, the surrounding experience can be tailored.
9. Innovation will be driven from the duality of product and service
Duality is the idea that “each product is a service and each service is a product”.
A product that is personalised contains a strong element of service in the transaction-customer needs are analysed, a machine is built to order and telephones hotlines are available.
10. E-shopping is currently a US phenomenon
The US enjoys a tremendous structural advantage for e-tailers:
* it is the largest homogeneous market
* it has the largest online consumer base
* the Web has penetrated everyday life
* internet sales in the US receive a subsidy from the absence of a sales tax
11. Traditional companies can offer online/offline services
Some of the US advantages in online plays may be disadvantages when it comes to a combined online/offline play. The US sales tax regime forces companies into a pure online play, preventing most of the “bricks-and-mortar” players in the US developing consumer-friendly, combined online/offline concepts.
In the rest of the world the current absence of dominant online players gives traditional companies a better chance of successfully entering the Internet space.
12. The Internet is the central medium of the future
Many companies view the Internet merely as a sales channel and treat it as an add-on without fundamentally questioning their current business system. However, companies should concentrate on developing truly complementary offline value (context and convenience, entertainment, customer acquisition and loyalty). Current asset bases should be aggressively transformed, built or divested accordingly.
The Best Sources of Help
Birch, Alex, Philipp Gerbert and Dirk Schneider. “The Age of E-tail: Conquering the New World of Electronic Shopping”. Oxford: Capstone, 2001.
websitewww.theageofe-tail.com