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De La Salle – College of Saint Benilde
VERTICAL SOLUTIONSVERTICAL SOLUTIONS
Lecture 05: Web Based Retailing
PRESENTED BY:
Ian Agoncillo Pacaña
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Agenda
• Role of the Web• 5 Stages in Developing a Retail Web
Presence• Checklist of Retailer Decisions in Utilizing
the Web• Reasons Web Retailing• Reasons NOT to Shop Online• Recommendations for Web Retailers
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The Role of the Web
Project a retail presenceEnhance imageGenerate salesReach geographically-dispersed
customersProvide information to customersPromote new productsDemonstrate new product benefits
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The Role of the Web (Cont..)
Provide customer service (e.g., e-mail)Be more “personal” with consumersConduct a retail business efficientlyObtain customer feedbackPromote special offersDescribe employment opportunitiesPresent information to potential
investors, franchisees, and the media
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Web-Based U.S. Retail Sales
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Web Users in the U.S.
Gender Comparison (%) 48 Male 52 Female
Web Users by Age (%)
76
84
64
27
18-29
30-49
50-64
65 and Older
Reasons for Shopping in the Web (%)
51
78
43
Saves Time
Better Prices
More Choice
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Five Stages of Developing a Retail Web Presence
1. Brochure Web Site
2. Commerce Web Site
3. Integrated Web Site
4. The ‘Webified’ Store
5. Site Integrated with Manufacturer Systems
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1. Brochure Website
• Sells a few items
• Customers are directed to the nearest store
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2. Commerce Website
• Involves Full Scale Selling
• Has Customer Service Support
• Not integrated with information systems– Prone to situations when customer orders
and later on find out that the item is not in stock
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3. Integrated Website
• The site is integrated with the firm’s:– Buying System– Inventory System– Accounting Systems
• Lessens the need for separate reports
• Ensures that out-of-stock items are automatically not displayed from the site
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4. The “Webified” Store
• Network systems bring Web connectivity to browser based point-of-sale, kiosk, or in-store terminals
• Lets the retailer sell items that are not being carried in a given store– Directs customers to other stores
where items are available
• Enables Web assisted sales
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5. Site Integrated with Manufacturer Systems
• Site combines all the information sources needed for collaborative sales
• Manufacturers automatically replenish fast-selling items and ship directly to consumers, if so desired by the retailer.
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Checklist of Retailer Decisions in Utilizing the Web
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Reasons for Web Retailing
Using the Web– information– entertainment– interactive
communications
Shopping Online– selection– prices– convenience– fun
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Reasons NOT to Shop Online
• Trust
• Fear
• Lack of security
• Lack of personal communication
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Recommendations for Web Retailers
Develop or exploit a well-known, trustworthy retailer name
Tailor the product assortment for Web shoppers
Enable the shopper to click as little as possible
Provide a solid search engineUse customer information
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Question and Answer
Q & A
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For next meeting…
Case Analysis Paper Due Next Meeting:– Not More than 1 page of short bond paper– Single Space– Arial 10 Font– Individually Graded
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References
• Berman, Barry & Evans, Jpel, Retail Management 10th Ed. (Person)
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