New Online Retailing
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1 Gerrit Heinemann Christoph Schwarzl New Online Retailing Innovation and Transformation GABLER
2 IV Table of Contents Foreword Abbreviations VII XV 1 Online Retailing in Transition - Revolution not Evolution The New Generation of Online Retail Private Consumption Growing Online Untapped Potential in Online Retailing Efficient Starting Time for Online Retailing The Internet's Underlying Influence on Buyer Behaviour Digital Natives on the March Fast Broadband Networks Drive Online Growth 17 2 New Online Retailing - What Does It Mean? Basic Principles of New Online Retailing Technological Principles of Online Retailing Media-Specific Fundamentals Company-Specific Groundwork for Online Commerce Special Features of New Online Retail Online Commerce as a Form of Distance Trade Core Competencies and Capabilities in Online Commerce Business Systems in New Online Retail Marketing and Sales Policy in New Online Retail Product Line Policy in Online Selling Price Policy in Online Selling Selling and Distribution Policy in Online Trade 39
3 2.3.4 Communication Policy in Online Retailing CRM as a Basic Instrument of New Online Retailing CRM Standard Strategies in Online Commerce Customer Loyalty in Online Selling Acquiring New Customers in Online Commerce Customer Conversion in Online Commerce Cutting off Customers in Online Commerce Cost-Effectiveness of CRM in Online Commerce Forms of New Online Retailing Pure Online Commerce Cooperative Online Commerce Multi-Channel Retailing Hybrid Online Retailing Vertical Online Retailing Mobile Shopping and New Online Retailing Status of M-Shopping Fundamentals and Limitations of M-Shopping Technical Fundamentals of M-Shopping M-Shopping Product Suitability for Fashion M-Shopping Prospects Innovation: From Retail to Me-tail Role of Stores Will Change Dramatically Consumers Will Demand Real Multi-Channel Retailing "Fast Fashion" Will Be the De Facto Industry Standard Supply Chains Will Be Optimised Along the Product's Total Life Cycle Consumers Themselves Will Help Form the Communities of Talent Transformation: Roadmap for Success 89
4 XI 3 Eight Success Factors in New Online Retailing Determining Success Factors in Online Commerce Shop Appeal and Selling Proposition as Success Factor No Attraction Marketing and Customer Value Orientation Killer Differentiators Multimedia Presentation and Multidimensionality E-Branding, E-Brand USP und E-Brand Pull External Promotion of E-Store Brands Social Targeting and Societing as Success Factor No Online Market Segmentation and Target Marketing Integrated Community Marketing Community-Based Brand Leadership Consumer-Generated Advertising Linking Value Service and Search Solutions as Success Factor No Eye Tracking Optimised Web Usability Navigation, Selection and Evaluation Help Service-Oriented Dialogue Elements Self-Service Functionalities Pre- and Post-Sales Services Customer Feedback Singularity Customisation and Personalisation as Success Factor No One-to-One Marketing Individualised Offers Personalised Consultation and Presentation Mass Customisation Open Innovation System and Supply Chain Excellence as Success Factor No Complexity Performance 146
5 3.6.2 Acceleration and Cycle Time Reduction Strategic IT Deployment Automation Security Standards and Reputation as Success Factor No Risk Perception in Online Commerce Payment Security and Flexibility Data Security and Protection Following Basic Legal Conditions Security Regarding General Terms and Conditions Supplementary and Support Channel Strategy as Success Factor No The Channel Hopping Option as Customer Added Value Internet as Lead Channel with Additional Brick and Mortar Channels Integrated Multi-Channel Systems Comparison of Channel Attributes Sourcing Concept and Strategic Alliances as Success Factor No Global Sourcing E-Sourcing Outsourcing Strategic and Virtual Partnerships Best Practices in New Online Retailing Success Stories in New Online Retailing Best Practices in Pure Online Retailing Best Practices in Cooperative Online Commerce Best Practices in Multi-Channel Retailing Best Practices in Hybrid Online Commerce Best Practices in Vertical Online Commerce Examples of Successful Online Management Best Practices in Front-Office Functions Best Practices in Back-Office Functions and Supply Chains 205
6 XIII 4.3 Lessons Learned - 20 Rules for New Online Retail Risks and Benefits of New Online Retailing Risks and Benefits of Pure Online Commerce Risks and Benefits from an Online Retail Perspective Risks and Benefits from an Online Customer Perspective Risks and Benefits of Multi-Channel Retail Risks and Benefits from a Multi-Channel Retail Perspective Risks and Benefits from a Multi-Channel Customer Perspective Risks of Non-Compliance with German Civil Law in Online Commerce New Revocation Regulation Regulations for Product Individualisation Comparison of Vendors Further Prospects: Cross-Channel Management and Integration 225 References 233 Index 259
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