Strategy: The next section of the handbook speaks about the strategic options that are available to you as an online merchant. Who you are targeting and where they live are just two components that will impact your overall strategy. The target audi- ence will also influence your IT, operations, marketing and merchandising efforts.
Financials: The product offering versus your target consumer segment will impact the financials from the perspective mentioned earlier, those being IT, merchandising and marketing. The amount spent on acquiring and retaining customers will dictate budgets across the board.
Having looked at the consumer to understand what information is available and what gaps needs to be filled, developing your online strategy is your next task, and the ele- ments you will need to do so are covered in Chapter 3.
However, before you move on, the following checklist is meant to remind you of the points you will need to ask yourself about the online consumer from both a general and cross-border perspective.
Cross-border Emphasis Required
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Table 2.2: Key Elements and Cross-border Checklist
Review of Items
Number of potential buyers Where do they reside Breakdown by age and gender Ethnic composition Spending patterns
Percent of Canadians purchasing online Percent of Canadians purchasing in your category Amount spent in specific category
Is primary research required to better under- stand specific attitudes and behaviors?
Visa e-commerce cross-border handbook for U.S. retailers
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