It's time for e-commerce to grow up
By Susan Lee
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About this ebook
You are a retailer trying to find the best, sustainable omnichannel strategy? This eBook is your starter kit. It gives you two frameworks to help you make tough tradeoffs. Instead of treating e-commerce as a homogeneous market, this eBook shows you how consumers choose which channel to shop in and the high-stakes implications for retailers who sell products in four different segments.
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Book preview
It's time for e-commerce to grow up - Susan Lee
IT’S TIME FOR E-COMMERCE
TO GROW UP
New guiding principles and frameworks that will
help retailers resolve this coming-of-age conflict
By
Susan Lee
SMASHWORDS EDITION
****
PUBLISHED BY
Simon-Kucher & Partners
IT’S TIME FOR E-COMMERCE
TO GROW UP
Copyright © 2013 by Simon-Kucher & Partners
Thank you for purchasing this eBook. This eBook remains the copyrighted property of the author and may not be reproduced, scanned, or distributed for any commercial or non-commercial use without permission from the author. Quotes used in reviews are the exception. No alteration of content is allowed. The author has also acquired all necessary rights to the third-party artwork used in this book.
Contents
PART ONE
IT’S TIME FOR E-COMMERCE TO GROW UP:
New guiding principles and frameworks that will help
retailers resolve this coming-of-age conflict
The coming-of-age conflict in online channels
How the Omnichannel Grid came about
It’s about value, not price
It’s about selling, not technological sophistication
It’s about top down transformation, not bottom-up experimentation
PART TWO
GETTING STARTED:
You influence the channel that consumers ultimately choose
Vanguard: Over half of all consumers are already dedicated online buyers
New Frontier: This is where omnichannel
matters most
Routine Commodities: Consumers are still creatures of habit
Meal ingredients: Long live the traditional shopping trip!
So … what have you learned?
About the author
IT’S TIME FOR E-COMMERCE
TO GROW UP
New guiding principles and frameworks that will
help retailers resolve this coming-of-age conflict
PART ONE
IT’S TIME FOR E-COMMERCE TO GROW UP:
New guiding principles and frameworks that will
help retailers resolve this coming-of-age conflict
The second half of 2013 will intensify a coming-of-age conflict in e-commerce that has been brewing for some time. Ironically, the root causes of this conflict are the same three engines that have powered the rise of e-commerce over the last 20 years:
• low prices
• technology
• bottom-up experiments
In other words, the same three engines that have shaped the e-commerce world we know today will soon become limiting factors if retail executives continue with the status quo. The stakes are high. Legacy brick-and-mortar retailers face tough decisions on how to define their opportunities in online channels and how to pursue them. Where do you place your bets?
Growing up
means answering these questions: Will online channels flourish to become an integral revenue source for you? Or will they remain a frustrating sideshow, with financial contributions hovering just above the realm of rounding errors?
We’re betting on flourish
.
The exciting truth is that this coming-of-age conflict creates a wealth of opportunities for retailers to influence consumers, reinforce a persuasive value proposition, convince them to buy from you, and provide them with an experience that will make them come back again. This eBook is not a collection of magic short-cuts to making that happen. It is a starter kit. In it you will find two basic frameworks, a lot of hard evidence and