Innovation and Transformation
E-Book, Englisch, 261 Seiten, eBook
ISBN: 978-3-8349-6378-9
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)
Gerrit Heinemann is a professor of business, management and trade at the
Niederrhein University of Applied Sciences, Mönchengladbach, Germany.
Christoph Schwarzl is Managing Director and Retail Industry Principal at Accenture,
Düsseldorf, Germany.
Zielgruppe
Professional/practitioner
Autoren/Hrsg.
Weitere Infos & Material
1;Foreword;6
2;Table of Contents;7
3;Abbreviations;12
4;1 Online Retailing in Transition – Revolution, not Evolution;15
4.1;1.1 The New Generation of Online Retail;15
4.2;1.2 Private Consumption Growing Online;18
4.3;1.3 Untapped Potential in Online Retailing;20
4.4;1.4 Efficient Starting Time for Online Retailing;23
4.5;1.5 The Internet's Underlying Influence on Buyer Behaviour;25
4.6;1.6 Digital Natives on the March;30
4.7;1.7 Fast Broadband Networks Drive Online Growth;31
5;2 New Online Retailing — What Does It Mean?;33
5.1;2.1 Basic Principles of New Online Retailing;33
5.1.1;2.1.1 Technological Principles of Online Retailing;33
5.1.2;2.1.2 Media-Specific Fundamentals;39
5.1.3;2.1.3 Company-Specific Groundwork for Online Commerce;41
5.2;2.2 Special Features of New Online Retail;43
5.2.1;2.2.1 Online Commerce as a Form of Distance Trade;43
5.2.2;2.2.2 Core Competencies and Capabilities in Online Commerce;44
5.2.3;2.2.3 Business Systems in New Online Retail;47
5.3;2.3 Marketing and Sales Policy in New Online Retail;49
5.3.1;2.3.1 Product Line Policy in Online Selling;49
5.3.2;2.3.2 Price Policy in Online Selling;52
5.3.3;2.3.3 Selling and Distribution Policy in Online Trade;53
5.3.4;2.3.4 Communication Policy in Online Retailing;56
5.4;2.4 CRM as a Basic Instrument of New Online Retailing;59
5.4.1;2.4.1 CRM Standard Strategies in Online Commerce;61
5.4.2;2.4.2 Customer Loyalty in Online Selling;62
5.4.3;2.4.3 Acquiring New Customers in Online Commerce;69
5.4.4;2.4.4 Customer Conversion in Online Commerce;73
5.4.5;2.4.5 Cutting off Customers in Online Commerce;76
5.4.6;2.4.6 Cost-Effectiveness of CRM in Online Commerce;79
5.5;2.5 Forms of New Online Retailing;80
5.5.1;2.5.1 Pure Online Commerce;81
5.5.2;2.5.2 Cooperative Online Commerce;82
5.5.3;2.5.3 Multi-Channel Retailing;83
5.5.4;2.5.4 Hybrid Online Retailing;84
5.5.5;2.5.5 Vertical Online Retailing;87
5.6;2.6 Mobile Shopping and New Online Retailing;89
5.6.1;2.6.1 Status of M-Shopping;90
5.6.2;2.6.2 Fundamentals and Limitations of M-Shopping;91
5.6.3;2.6.3 Technical Fundamentals of M-Shopping;92
5.6.4;2.6.4 M-Shopping Product Suitability for Fashion;94
5.6.5;2.6.5 M-Shopping Prospects;97
5.7;2.7 Innovation: From Retail to Me-tail;98
5.7.1;2.7.1 Role of Stores Will Change Dramatically;99
5.7.2;2.7.2 Consumers Will Demand Real Multi-Channel Retailing;100
5.7.3;2.7.3 "Fast Fashion" Will Be the De Facto Industry Standard;101
5.7.4;2.7.4 Supply Chains Will Be Optimised Along the Product's Total Life Cycle;102
5.7.5;2.7.5 Consumers Themselves Will Help Form the Communities of Talent;102
5.8;2.8 Transformation: Roadmap for Success;103
6;3 Eight Success Factors in New Online Retailing;106
6.1;3.1 Determining Success Factors in Online Commerce;106
6.2;3.2 Shop Appeal and Selling Proposition as Success Factor No. 1;109
6.2.1;3.2.1 Attraction Marketing and Customer Value Orientation;109
6.2.2;3.2.2 Killer Differentiators;111
6.2.3;3.2.3 Multimedia Presentation and Multidimensionality;113
6.2.4;3.2.4 E-Branding, E-Brand USP and E-Brand Pull;115
6.2.5;3.2.5 External Promotion of E-Store Brands;121
6.3;3.3 Social Targeting and Societing as Success Factor No. 2;122
6.3.1;3.3.1 Online Market Segmentation and Target Marketing;123
6.3.2;3.3.2 Integrated Community Marketing;124
6.3.3;3.3.3 Community-Based Brand Leadership;128
6.3.4;3.3.4 Consumer-Generated Advertising;130
6.3.5;3.3.5 Linking Value;131
6.4;3.4 Service and Search Solutions as Success Factor No. 3;133
6.4.1;3.4.1 Eye Tracking Optimised Web Usability;134
6.4.2;3.4.2 Navigation, Selection and Evaluation Help;135
6.4.3;3.4.3 Service-Oriented Dialogue Elements;140
6.4.4;3.4.4 Self-Service Functionalities;142
6.4.5;3.4.5 Pre- and Post-Sales Services;144
6.4.6;3.4.6 Customer Feedback;145
6.5;3.5 Singularity Customisation and Personalisation as Success Factor No. 4;148
6.5.1;3.5.1 One-to-One Marketing;148
6.5.2;3.5.2 Individualised Offers;150
6.5.3;3.5.3 Personalised Consultation and Presentation;152
6.5.4;3.5.4 Mass Customisation;154
6.5.5;3.5.5 Open Innovation;158
6.6;3.6 System and Supply Chain Excellence as Success Factor No. 5;160
6.6.1;3.6.1 Complexity Performance;160
6.6.2;3.6.2 Acceleration and Cycle Time Reduction;162
6.6.3;3.6.3 Strategic IT Deployment;164
6.6.4;3.6.4 Automation;165
6.7;3.7 Security Standards and Reputation as Success Factor No. 6;166
6.7.1;3.7.1 Risk Perception in Online Commerce;167
6.7.2;3.7.2 Payment Security and Flexibility;169
6.7.3;3.7.3 Data Security and Protection;171
6.7.4;3.7.4 Following Basic Legal Conditions;172
6.7.5;3.7.5 Security Regarding General Terms and Conditions;173
6.8;3.8 Supplementary and Support Channel Strategy as Success Factor No. 7;175
6.8.1;3.8.1 The Channel Hopping Option as Customer Added Value;177
6.8.2;3.8.2 Internet as Lead Channel with Additional Brick and Mortar Channels;180
6.8.3;3.8.3 Integrated Multi-Channel Systems;181
6.8.4;3.8.4 Comparison of Channel Attributes;185
6.9;3.9 Sourcing Concept and Strategic Alliances as Success Factor No. 8;187
6.9.1;3.9.1 Global Sourcing;190
6.9.2;3.9.2 E-Sourcing;192
6.9.3;3.9.3 Outsourcing;195
6.9.4;3.9.4 Strategic and Virtual Partnerships;197
7;4 Best Practices in New Online Retailing;201
7.1;4.1 Success Stories in New Online Retailing;201
7.1.1;4.1.1 Best Practices in Pure Online Retailing;201
7.1.2;4.1.2 Best Practices in Cooperative Online Commerce;206
7.1.3;4.1.3 Best Practices in Multi-Channel Retailing;209
7.1.4;4.1.4 Best Practices in Hybrid Online Commerce;213
7.1.5;4.1.5 Best Practices in Vertical Online Commerce;214
7.2;4.2 Examples of Successful Online Management;216
7.2.1;4.2.1 Best Practices in Front-Office Functions;216
7.2.2;4.2.2 Best Practices in Back-Office Functions and Supply Chains;219
7.3;4.3 Lessons Learned – 20 Rules for New Online Retail;222
8;5 Risks and Benefits of New Online Retailing;224
8.1;5.1 Risks and Benefits of Pure Online Commerce;224
8.1.1;5.1.1 Risks and Benefits from an Online Retail Perspective;225
8.1.2;5.1.2 Risks and Benefits from an Online Customer Perspective;226
8.2;5.2 Risks and Benefits of Multi-Channel Retail;229
8.2.1;5.2.1 Risks and Benefits from a Multi-Channel Retail Perspective;229
8.2.2;5.2.2 Risks and Benefits from a Multi-Channel Customer Perspective;234
8.3;5.3 Risks of Non-Compliance with German Civil Law in Online Commerce;236
8.3.1;5.3.1 New Revocation Regulation;236
8.3.2;5.3.2 Regulations for Product Individualisation;236
8.3.3;5.3.3 Comparison of Vendors;238
8.4;5.4 Further Prospects: Cross-Channel Management and Integration;239
9;References;246
10;Index;272
Online Retailing in Transition – Revolution, not Evolution.- New Online Retailing — What Does It Mean?.- Eight Success Factors in New Online Retailing.- Best Practices in New Online Retailing.- Risks and Benefits of New Online Retailing.
