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Table 3.2 Web Strategy Spectrum Comparison

Grow Direct Aggressively

  • Assortment – online exclusives

  • Layout – customize for online shoppers

  • Pricing – different pricing strategies

  • Marketing – mostly interactive

  • Promotions – frequent channel- specific promotions

  • Inventory control – separate

  • Cross-channel capabilities – basics only

  • Process and metrics – few integra- tion points

  • Sales emphasis – online only

Integrated Cross-channel Customer Experience

  • Assortment – similar to stores

  • Layout – similar to stores

  • Pricing – consistent policies

  • Marketing – integrated

  • Promotions – integrated brand and promotions

  • Inventory control – separate

  • Cross-channel capabilities – advanced

  • Process and metrics – some integra- tion

  • Sales emphasis – online plus store sales influenced by digital channels

Determining the right “sales model” for your Canadian business will depend on your core strengths, strategic positioning based on local competition, in addition to your resource commitments and risk tolerance. Many of these implications will be further discussed in subsequent chapters.

E-commerce Market Potential

Highly

Highly

customized

customized

interactive

integrated

strategy

strategy

As you are weighing the pros and cons of a pure “direct” strategy versus an “integrated” one, consider your assessment of the financial market potential in Canada. In the illustration below, your market entry strategy will need to take into consideration the “reward” for your effort and resource commitment, and will often dictate your strategic options.

Figure 3.3: Web Strategy Spectrum Matrix

High

Grow Direct Aggressively

Web Strategy Spectrum

Alliances and outsourcing

Low

Integrated Cross-channel Experience

Web-to-store priorities

Visa e-commerce cross-border handbook for U.S. retailers

Copyright 2010 Visa. All rights reserved.

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