Transcript e-tailing

Chapter 3
Retailing in Electronic Commerce:
Products and Services
Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Internet Marketing
and Electronic Retailing
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Overview of Electronic Retailing
electronic retailing (e-tailing)
Retailing conducted online, over the Internet
e-tailers
Retailers who sell over the Internet
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Internet Marketing
and Electronic Retailing
What Sells Well on the Internet?
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Computer hardware
and software
Consumer electronics
Office supplies
Sporting goods
Books and music
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Toys
Health and beauty
Apparel and clothing
Jewelry
Cars
Services
Others
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Internet Marketing
and Electronic Retailing
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Characteristics of Successful E-Tailing
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High brand recognition
A guarantee provided by highly reliable or well-known vendors
Digitized format
Relatively inexpensive items
Frequently purchased items
Commodities with standard specifications
Well-known packaged items that cannot be opened even in a
traditional store
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Retailing vs E-Tailing
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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E-Retailing Business Models
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E-Retailing Business Models
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Classification by Distribution Channel
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Mail-order retailers that go online
Direct marketing from manufacturers
Pure-play e-tailers
Click-and-mortar retailers
Internet (online) malls
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E-Retailing Business Models
direct marketing
Broadly, marketing that takes place without
intermediaries between manufacturers and buyers; in
the context of this book, marketing done online between
any seller and buyer
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Direct Marketing: Land’s End
• Landsend.com
• Increase sales by going online
• Website contains product catalogs and features
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My Virtual Model
Wide range of fabric to choose from
Affiliate program: pay 5% commission
Real-time chat with customer service reps
Less than 2 days delivery 16 distribution outlets and the US and 3
in the UK
• 88% of their customers are college graduates
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Landsend.com
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E-Retailing Business Models
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Direct Sales by Manufacturers
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Sellers can understand their markets better because
of the direct connection to consumers
Consumers gain greater information about the
products through their direct connection to the
manufacturers
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E-Retailing Business Models
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Retailing in Online Malls
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Referring Directories
Malls with Shared Services
Representative B2C Services
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Postal Services
Services and Products for Adults
Wedding Channels
Gift Registries
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Travel and Tourism Services Online
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Online travel is probably the most successful
e-commerce implementation
Services provided include:
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General information
Reserving and purchasing tickets, accommodations,
and entertainment
Travel tips
Electronic travel magazines
Fare comparisons
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Travel and Tourism Services Online
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Benefits of Online Travel Services
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Benefits to consumers
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Benefits to providers
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Large amount of free information available 24/7
Substantial discounts can be found
Airlines, hotels, and cruise lines are selling otherwiseempty spaces
Direct selling saves the provider’s commission and its
processing
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Travel and Tourism Services Online
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Limitations of Online Travel Services
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Many people do not use the Internet
The amount of time and the difficulty of using virtual
travel agencies may be significant
Complex trips or those that require stop-overs may
not be available online because they require
specialized knowledge and arrangements
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Travel and Tourism Services Online
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Corporate Travel
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To reduce corporate travel costs, companies can make
arrangements that enable employees to plan and book
their own trips using online optimization tools provided
by travel companies
Travel authorization software that checks availability of
funds and compliance with corporate guidelines is
usually provided by travel companies
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Travel and Tourism Services Online
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Intelligent Agents in Travel Services
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Software agents emulate the work and behavior of
human agents in executing organizational processes
like travel authorization, planning or decision making
Each agent is capable of acting autonomously,
cooperatively, or collectively to achieve the stated
goal
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Employment Placement
and the Job Market Online
• The Internet Job Market
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Job seekers
Employers seeking employees
Job agencies
Government agencies and institutions
• The Internet is a global online portal for job
seekers
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Exhibit 3.7 Intelligent Agents Match
Resumes with Available Jobs
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Employment Placement
and the Job Market Online
• Limitations of the Electronic Job Market
– Many people do not use the Internet. This limitation is
even more serious with non-technology-oriented jobs
– Security and privacy: resumes and other online
communications are usually not encrypted, so one’s
job-seeking activities may not be secure
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Real Estate Online
• Real Estate Applications
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Advice to consumers on buying or selling a home
Commercial real estate listings
Listings of residential real estate in multiple databases
Maps are available
Information on current mortgage rates
Mortgage (จำนอง) brokers can pass loan applications over the
Internet and receive bids from lenders who want to issue
mortgages
– Online lenders can tentatively approve loans online
– Automated closing of real estate transactions
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Real Estate Online
• Real Estate Applications
– Property management companies (residential,
commercial, and industrial) are using the Internet for
many applications ranging from security to
communication with tenants
– Sites for persons who want to sell their homes privately,
without using a real estate agent
– Rental properties are listed
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Domain.com.au
What’s its revenue model?
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Banking and Personal Finance Online
electronic banking (e-banking)
Various banking activities conducted from home or the
road using an Internet connection; also known as
cyberbanking, virtual banking, online banking, and home
banking
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Banking and Personal Finance Online
• E-banking:
– Various banking activities conducted from home or the
road using an Internet connection; aka. cyberbanking,
virtual banking, online banking, and home banking
• 54M americans use online banking in 2005, 47%
increase in only 2 years
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Bankdirect.co.nz
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Banking and Personal Finance Online
• Implementation Issues in Online Financial Transactions
– Securing financial transactions
– Access to banks’ intranets by outsiders
– Using imaging systems
• Incoming checks, invoices, letters from banks and customers
– Pricing online versus off-line services
– Risks
• Hackers
• People are afraid of not having sufficient funds  resulted in panic
withdrawals
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Banking and Personal Finance Online
• Online Billing and Bill Paying
– Automatic transfer of mortgage payments
– Automatic transfer of funds to pay monthly utility
bills
– Paying bills from online banking accounts
– Merchant-to-customer direct billing
– Using an intermediary for bill consolidation
• collect commission from payer and payee
– Person-to-person direct payment
– Pay bills at bank kiosks
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Commonwealth Bank
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Online Delivery of Digital Products,
Entertainment, and Media
• Interactive Entertainment
– Web browsing
– Internet gaming
• Online arcade, lotteries, casino gaming
– Fantasy sport games
• Sportline.com, espn.com
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Single and multiplayer games
Adult entertainment
Card games
Participatory Web sites:
• clubs, user groups, infotainment sites
– Reading
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Online Delivery of Digital Products,
Entertainment, and Media
• Non-interactive Entertainment: entertainment that
users are not being entertained
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Event ticketing
Restaurants
Information retrieval
Retrieval of audio and video entertainment
Live events
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Online Purchase-Decision Aids
shopping portals
Gateways to e-storefronts and e-malls; may be
comprehensive or niche oriented
shopping robots (shopping agents or
shopbots)
Tools that scout the Web on behalf of consumers who
specify search criteria
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Online Purchase-Decision Aids
• Business Ratings Sites
– Bizrate.com, gomez.com
• Trust Verification Sites
– TRUSTe (truste.org), Verisign.com
• Other Shopper Tools
– Escrow services
– Communities of consumers who offer advice and
opinions
– E-wallet (or e-purse)
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Online Purchase-Decision Aids
• Other Shopper Tools
– Amazon.com’s A9 Search Engine
• Remembers information
• A user can make notes about any Web page and search
them
• Offers a new way to store and organize bookmarks
• Recommends new sites and favorite old sites specifically for
the user to visit
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Successful Click-and-Mortar Strategies
• A traditional brick-and-mortar store with a mature
Web site uses a click-and-mortar strategy to:
– Speak with one voice
• Communicate the same thing to customers in every channel
– Leverage the multi-channels
• Purchase online, return at store
– Empower the customer
• A powerful 24/7 channel for service and information
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Circuitcity.com
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A successful click-and-mortar company
The second-largest US retailer of consumer electronics
Manage 650 stores around the country
Features
– Educate customers about features and capabilities of products
– Power search on a product database
– Extensive amount of product information
• Over 50% of purchase processes completed compared to
17% of ones at others
• Customers have 3 choices: 3-day delivery, overnight
delivery, or self-pickup in a store
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Amazon.com & Toys“R”Us
• Alliance between amazon.com and Toys“R”Us
• Amazon.com expertises in e-tailing business, but could not
get best deal from toy manufacturers
• Toys“R”Us is the best in toy industry but failed in e-tailing
• Seemed to be a promising agreement
• However, they sued each other after 4 years out of 10year agreement.
– Toy“R”Us wanted amazon to sell only its products
– Amazon interpreted the agreement to allow it to sell other
companies’ products
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Problems with E-tailing
and Lessons Learned
• Don’t ignore profitability
– If it doesn’t make cents, it doesn’t make sense
• Manage new risk exposure
– Concern about scope of target customers
– Wallmartsucks.com
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Watch the cost of branding
Do not start with insufficient funds
The Web site must be effective
Keep it interesting: dynamic content
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Roadmap
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Internet Marketing and Electronic Retailing
E-tailing Business Models
Travel and Tourism Services Online
Employment Placement and the Job Market Online
Real Estate Online
Banking and Personal Finance Online
Online Delivery of Digital Products, Entertainment, and Media
Online Purchase-decision Aids
Successful Click-and-mortar Strategies
Problems with E-tailing and Lessons learned
Issues in E-tailing
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Issues in E-Tailing
disintermediation
The removal of organizations or business process layers
responsible for certain intermediary steps in a given supply
chain
reintermediation
The process whereby intermediaries (either new ones or
those that had been disintermediated) take on new
intermediary roles
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Exhibit 3.12 Disintermediation and Reintermediation
in the B2C Supply Chain
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Issues in E-Tailing
• channel conflict
Situation in which an online marketing channel upsets the traditional
channels due to real or perceived damage from competition
• Determining the right price
• Personalization
– Mass customization
• Fraud and illegal activities
• How to make customers happy
– Need market research
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Questions?
Next lecture:
Consumer Behavior, Market
Research, and Advertisement