Chapter 3 Retailing in Electronic Commerce: Products and Services.

Chapter 3 Retailing in Electronic Commerce: Products and Services

ITEC5611S. Kungpisdan 2 Roadmap 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

ITEC5611S. Kungpisdan 3 Internet Marketing and Electronic Retailing Overview of Electronic Retailing electronic retailing (e-tailing) Retailing conducted online, over the Internet e-tailers Retailers who sell over the Internet

ITEC5611S. Kungpisdan 4 Internet Marketing and Electronic Retailing Computer hardware and software Consumer electronics Office supplies Sporting goods Books and music Toys Health and beauty Apparel and clothing Jewelry Cars Services Others What Sells Well on the Internet?

ITEC5611S. Kungpisdan 5 Internet Marketing and Electronic Retailing Characteristics of Successful E-Tailing –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

ITEC5611S. Kungpisdan 6 Retailing vs E-Tailing

ITEC5611S. Kungpisdan 8 E-Retailing Business Models

ITEC5611S. Kungpisdan 9 E-Retailing Business Models Classification by Distribution Channel 1.Mail-order retailers that go online 2.Direct marketing from manufacturers 3.Pure-play e-tailers 4.Click-and-mortar retailers 5.Internet (online) malls

ITEC5611S. Kungpisdan 10 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

ITEC5611S. Kungpisdan 11 Direct Marketing: Land’s End Landsend.com Increase sales by going online Website contains product catalogs and features –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

ITEC5611S. Kungpisdan 12 Landsend.com

ITEC5611S. Kungpisdan 13 E-Retailing Business Models Direct Sales by Manufacturers –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

ITEC5611S. Kungpisdan 14 E-Retailing Business Models Retailing in Online Malls –Referring Directories –Malls with Shared Services Representative B2C Services –Postal Services –Services and Products for Adults –Wedding Channels –Gift Registries

ITEC5611S. Kungpisdan 16 Travel and Tourism Services Online Online travel is probably the most successful e-commerce implementation Services provided include: –General information –Reserving and purchasing tickets, accommodations, and entertainment –Travel tips –Electronic travel magazines –Fare comparisons

ITEC5611S. Kungpisdan 17 Travel and Tourism Services Online Benefits of Online Travel Services –Benefits to consumers Large amount of free information available 24/7 Substantial discounts can be found –Benefits to providers Airlines, hotels, and cruise lines are selling otherwise- empty spaces Direct selling saves the provider’s commission and its processing

ITEC5611S. Kungpisdan 18 Travel and Tourism Services Online Limitations of Online Travel Services –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

ITEC5611S. Kungpisdan 19 Travel and Tourism Services Online Corporate Travel –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

ITEC5611S. Kungpisdan 20 Travel and Tourism Services Online Intelligent Agents in Travel Services –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

ITEC5611S. Kungpisdan 22 Employment Placement and the Job Market Online The Internet Job Market –Job seekers –Employers seeking employees –Job agencies –Government agencies and institutions The Internet is a global online portal for job seekers

ITEC5611S. Kungpisdan 23

ITEC5611S. Kungpisdan 24 Exhibit 3.7 Intelligent Agents Match Resumes with Available Jobs

ITEC5611S. Kungpisdan 26 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

ITEC5611S. Kungpisdan 28 Real Estate Online Real Estate Applications –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

ITEC5611S. Kungpisdan 29 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

ITEC5611S. Kungpisdan 30 Domain.com.au What’s its revenue model?

ITEC5611S. Kungpisdan 32 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

ITEC5611S. Kungpisdan 33 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

ITEC5611S. Kungpisdan 35 Bankdirect.co.nz

ITEC5611S. Kungpisdan 36 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

ITEC5611S. Kungpisdan 37 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

ITEC5611S. Kungpisdan 38 Commonwealth Bank

ITEC5611S. Kungpisdan 40 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 –Single and multiplayer games –Adult entertainment –Card games –Participatory Web sites: clubs, user groups, infotainment sites –Reading

ITEC5611S. Kungpisdan 41 Online Delivery of Digital Products, Entertainment, and Media Non-interactive Entertainment: entertainment that users are not being entertained –Event ticketing –Restaurants –Information retrieval –Retrieval of audio and video entertainment –Live events

ITEC5611S. Kungpisdan 44 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

ITEC5611S. Kungpisdan 45 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)

ITEC5611S. Kungpisdan 46 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

ITEC5611S. Kungpisdan 48 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

ITEC5611S. Kungpisdan 49 Circuitcity.com 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

ITEC5611S. Kungpisdan 50 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 10- year agreement. –Toy“R”Us wanted amazon to sell only its products –Amazon interpreted the agreement to allow it to sell other companies’ products

ITEC5611S. Kungpisdan 52 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 Watch the cost of branding Do not start with insufficient funds The Web site must be effective Keep it interesting: dynamic content

ITEC5611S. Kungpisdan 54 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

ITEC5611S. Kungpisdan 55 Exhibit 3.12 Disintermediation and Reintermediation in the B2C Supply Chain

ITEC5611S. Kungpisdan 56 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

Questions? Next lecture: Consumer Behavior, Market Research, and Advertisement

Chapter 3 Retailing in Electronic Commerce: Products and Services.

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Chapter 3 Retailing in Electronic Commerce: Products and Services.

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