Web Strategy Spectrum
Judging the success of your Canadian e-commerce strategy over to your domestic strategy may be enticing, but is unrealistic for many retailers in today’s hyper-competi- tive global marketplace. The reality for most businesses is that their market entry will be evaluated solely on the merits of their web strategy.
J.C. Williams Group’s web strategy spectrum has been developed to provide a spec- trum of choices facing multi-channel retailers: from a pure direct retail strategy to a highly integrated strategy with stores and other sales channels.
Figure 3.2: Web Strategy Spectrum
WEB STRATEGY SPECTRUM
Grow Direct Aggressively
Modified Cross-channel Strategy
Integrated Cross-channel Customer Experience
Based upon the cases of leading multi-channel retailers’ historical use of the e-commerce channel, we have observed the successful growth of a nascent sales channel from a highly independent business unit, into a gradual migration towards an integrated cross-channel customer experience. In other words, most retailer strategies in the first decade of e-commerce were focused on an aggressive “direct retail” strat- egy. In recent years, however, more attention has shifted towards an integrated cross- channel customer experience as an even bigger payoff for those who can execute well.
The implications of choosing either end of the spectrum are numerous and too specific to each company’s current business model to thoroughly explore in this chapter. Exam- ples are cited in Table 3.2.
Visa e-commerce cross-border handbook for U.S. retailers
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