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Business Management -- Retail Marketing
What should online retailers do to establish a clear difference from retailers that have off-line stores?
Online retailers must be concerned with some factors that are entirely different from their off-line counterparts. They must create and optimize their websites in a manner conducive to customer satisfaction and they must manage transactions in a manner that earns repeat patronage (Francis, 2007). Unlike off-line retailers, online retailers must maintain processes to deliver goods to the customer and they must ensure the security of their online systems sufficiently to guarantee the safety and privacy of their customers' information (Francis, 2007).
Online retailers compete with a much larger community of similarly situated retailers and, therefore, rely more heavily on the success of their advertising and marketing initiatives (Francis, 2007; Ravi, 2006). Specifically, online retailers need to determine how their customers found them, why they selected them from their competitors, and what factors in their websites were perceived positively and negatively by their customers (Francis, 2007; Chinta, 2006).
Online retailers must also invest more energy into following up sales with customer contacts and marketing initiatives designed to publicize sales. That is largely because the online medium allows customers to shop for bargains through search engines. Unlike relationships between offline...
Therefore, online retailers must maximize the value of post-sales contacts through promotions and time-sensitive discount opportunities to customers through email-based initiatives.
What should be the strategies for retailers with physical locations that intend to also establish themselves online and how should these retailers seamlessly integrate their channel offerings?
One of the first concerns of retailers with physical locations that intend to establish themselves online is to make sure that they do not do so in such a way that alienates their current offline customer base. Ideally, they should integrate their new online channel offerings in such a way that offline customers perceive them as additional opportunities rather than as a restriction or imposed limitation of the options and choices that have been available to them in the traditional offline medium. One of the safest approaches to encouraging offline customers to explore the online medium is to provide promotional savings codes that are redeemable only online. However, it is also important to make sure that those opportunities are supplemental to existing promotional savings opportunities rather than replacements for opportunities previously available…
References
Chinta, Ravi. "Retail Marketing Trends in USA and Their Effects on Consumers and The
Global Workforce." Business Renaissance Quarterly. Business Renaissance Institute. 2006. Retrieved April 09, 2011 from HighBeam Research: http://www.highbeam.com/doc/1P3-1262560331.html
Francis, Julie E. "Internet retailing quality: one size does not fit all," Managing Service
Quality, Vol. 17, No. 3; (2007):.341 -- 355.
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