E-Retailing

1
Chapter 3

• E-Retailing
• (B2C)

2
Whole Sale Retailing
Traditional Trade
Modern Trade
3
Department Store
Super center
Convenient Store / Minimart
Modern Trade
Cash Carry Discount Store
Category Killer
Supermarket
Specialty Store
4

• ????????????????????????????????
• ????
• ?????????????????????????????????????????????????
  
• ?????????????????????????
• ???????????????????????????
• ???????????????????????????????????????
• ?????????????
• ????????????????????????????

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??.???????/????????????

• ?.?. 2545
• ?????????????????????????????? 8 ????????
• ????????????? 3 ??????
• ??.?.2550
• ???????????????????? 698 ???
• ????????????? 469 ???
• ?????????? 1.8 ??????

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???????????????????

• 1. ?????????????????????? (Traditional Trade)
• ??????????????????? (Modern Trade)
• ?????????????? (Department Store) ???????
  ???????? ???????? ??????????????
• ???????????????? (Supercenter) ????????????
  10,000 20,000 ????????? ????????????????????????
  ????????????? ??????????????? lotus, big c
• Cash Carry ???????????????????????
  ???????????????????????????????? Makro
• ??????????????? (Supermarket) ?????
  ???????????????????? Tops, FoodLion
• ????????????????? (Specialty Store)
  ??????????????????????????? watson, boots, mark
  and spencer
• Category Killer ???????????????? power buy ,
  supersport, power mall, office depot
• ????????????? (Convenient Store ???? Minimart)
  family mart, 7-11, Lotus Express?, 108 shop, am-pm

7
????? Bangkok Post 2003 (Mid Year Report)
???????? 1.2 ????????????????????????????????
8
Supermarket VS Gas station

• Shell Selected / Lotus express
• ESSO Tiger mart
• ?????? Lemon green
• Jet Jeffy
• ???. 7-11
• Caltex Star mart

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Modern Trade

• Department Store , Robinson
• Super center , Big C, Lotus, Carrefour
• Cash Carry , Makro
• Supermarket , Tops supermarket
• Specialty Store , Boots, Watson
• Category Killer, Powe Buy, Sport
• Convenient Stor / Minimart , 7-11

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The B2C Market
Be Direct
e-tailing
B2C
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E-Tailing

• ?????? ???????????????? ?
• ??????????? ???????????????? ?
• ????????
• Amazon.com
• Bn.com
• Walmart.com
• Dell.com

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??????????????????? E-tailing

• ????????????????????????????????
• ???????????????
• ????
• ??????????????????
• ??????????????
• ???????????
• ????????????????
• ???????
• ??????????????
• ??????
• ?????????

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??????????????? B2C(E-Tailing Business Models)
16
??????????????????????????

• Mail-order retailers that go online
• Direct marketing from manufacturers
• Click and mortar retailer
• 4. Pure-play e-tailers (no physical stores)
• 5. Internet Mall

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• Mail-order retailers that go online

• 1.1. www.sears.com
• ????????????????????????????????
  ???????????????????????? ???????????????????
• ??????????????????????????????
• ????????????????????????????????????????????

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1.2.Landsend.com?be direct

• successful (casual cloth gift)
• 2000, served over 6.2 million customer
• offer catalog product
• women to build and store a 3-D model
• order tracking
• customer can shopping with assistance real
• local site, japan, germany, united kingdom
• Sear.com

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3.www.Avon.co.th
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???????????

• Reader Digest
• 7-Catalog

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2. Direct marketing from manufacturers

• Dell.com
• Mixed B2C B2B model
• Home
• Company
• Government
• Sell computer via Website
• Leader of Build to order Concept

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www.jaguar.com

• Ford/GM
• ???? build to stock
• ???? build to order
• ?????????????????????????
• ??????? 1,250 ????????
• Virtual Car on Web site
• Price, pattern , rotate 360
• ??????????????????????????????
• 1-2 weeks

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3. Click and mortar retailer
www.walmart.com
www.markandspencer.com
www. BN.com
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www.col.co.th
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4. Pure-Play E-Tailers

• General purpose e-tailers
• Specialty or niche e-tailers
• No physical store
• www.amazon.com
• www.mrcans.com
• www.tohome.com

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CatToys.com (Specialized E-tailer)

• selling toy to cat owners
• no banner ads
• easy to navigate
• update weekly
• displays products in clear categories
• fonts are informal
• prices are comparable to pet stroe
• no membership or personalization
• Use cookies only payment security)
• hosts their site on Yahoo!
• is an example of a low-volume specialized store

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www.cattoy.com
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E-grocers????????????????

• Netgrocer.com
• 1997 First online grocer
• Online delivery service that charged by weight
  rather than by order
• FedEx 3 day in 48 states
• Order delivery Recurring

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E-grocers

• Peapod.com
• 1989 oldest and larest online grocery player
• Download s/w to use personal shoppers cus. Order
  in local supermarket.
• 1998 44 internet
• 1999 s/w online 13 states
• 1999 switched 100,000 customer From personal
  Shoper to warehouse model for filling order
• Nov 1999 ship non perishable across the country
  by UPS
• Nov, 1999 run out in the third quarter 2000

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www.Tohome.com

• ?????????????? ????? ????????
• Thailand's leading and largest online retail
  store.
• ????????????????? 2548 ???????????????????????????
  ?? 30
• ?????? 2545 ??. 50 ??????? ???????????? 4
  ????????
• ???????? 2547 ??. 60 ???????
• ???????? tarad.com ??????????????? 1 ??????
  ???????????????????????????? 180,000 ??????
  ???????????????????????????????????????????????
  15,000 ???????

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www.cherrytoyshop.com

• ???????????? 4 ??????
• ????????????????????????????? ????????????????????
  ?????????????????????????????????????
  ???????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????
• http//mall.mbk-center.com

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5. Internetmall

• ?????????????????????

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????????????? e-grocer

• Time-starved consumers
• Shopping avoiders
• New technologists
• Time-sensitive materialists or click-and-mortar
  consumers

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• Traditional
• Hunter-gatherers
• Brand loyalists
• Single

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• www.weddingchannal.com
• www.reflect.com
• www.se-ed.com
• www.1800flowers.com

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1. Disintermediation / Reintermediary
??????????????????????? E-tailing
???????????????? / ?????????????????
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????????????????????????????????????????

• Shopping Portals bsilly.com ????
  shopping.altavista.com, shopping.yahoo.com,
  eshop.msn.com ???? aol.com/shopping
• Shopbots and Agents AutoBytel.com,
  Autovantage.com, Carpoint.com , RUSure.com ,
  Office.com
• Business Ratings Sites Bizrate.com ??? Gomez.com
  
• Trust Verification Sites ???? BBBOnline ????
  Ernst and Young
• ??????????????? ????????????? ?????? escrow
  service

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B2C ???????????????

• ???????????????????????????????????????
• ???????????????
• ??????????????? ??????????? ???????????????????
• ????????????????????

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Successful Click-and-Mortar Strategies

• Speak with one voice

????????????
????????????
Middleware
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• 2. Empower the customer
• 3. Leverage the channels

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Alliance of Pure-Player with Traditional Retailer

Amazon.com
ToysRUs.com
Buyers
other
B2C
B2B
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?????????????

• Drugstore.com Medicine, Cosmetic
• Greenlight.com Car

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??.??????????????????
Problems with E-Tailing and Lessons Learned

• KOZMO.COM
• ?????????????????
• ?????????????????
• ?????????????????????????????????
• ??????????????????????????????????
• ???????????????? ?????????? Starbuck
• ????? 2001 ?????? 250 ????

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??. ??????????????????

• Furniture.com
• ???????????? 2.5 ????
• ????????????????????? ???????????????
• ?. UPS ?????????
• Supplier ????????????????????????????????
• 200-300 / ??????
• ?????? 75 ????

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??. ??????????????????

• Pets.com ??????????????????
• ????????????? 147 ????????? 2 ??
  ????????????????
• ???????????????????????
• ?????? 240 / ?????????? 1 ??
• ???????????????? Petsmart.com
• ?????????????????????????????????????????????????
  
• ???? petopia.com ?????????petco.com

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??????????????????

• Go.com ???????????? Disney Portal
• ?????????????
• ????????????????. 400 ??
• ????????????? 2 ??????????
• ?????? 1.6 ????
• ??? ?.?. 2000
• ?????? 790

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Lessons Learned

• Profitability ?????????????????????
• if it doesnt make cents , it doesnt Make
  Sense.
• amazon.com
• Branding ??????????????
• Performance ??????????????????
• Static design ???????????????????????????????????
  ???????????

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• Channel Conflict
• Personalization

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E-retailing in Asia.
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????????? E-tailing

• E-tailing ?????? ????????? ?????? ????????
  ???????? ??????? ?????? ???????????
• ?????????????????????????????????
• ??????????????? ????.??
• ??????????????????? ??? ??????? ??????? ???
• ??????????????

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?????

• ???????????????????????????
• ???????????????????????
• ???????????????????????????????
• ????????
• ?????????
• ??????????????????????? ??????

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?????

• ??????????????????????????????????????????????????
  ???????????????????????
• ?????????????????????????????

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• Problem
• 1. Language culture
• 2. payment -gt credit card
• 3. high for shipping to minimum purchase (???????
  11)

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• China -gt to-door.com
• Cjoma -gtLook.com
• India -gt jaldi.com (quick)

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Ambassador.com.hk

• Jody Yan
• 1987, hong kong
• 1998, online
• Customize designer flower baskets, bouquets,
  cakes, and fruit, gift basket
• sourcing from local wholesaler, warehouse
• 2001, closed physical retail shop
• order via net, tel, (multichannel)
• outsource IT and program

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Web B2C

• JobDB.com ??????????????????
• 7dream.com ???????????????????
• webvan.com ??????????????????? USA
• Value.co.th ????????????????????????????
• ethiogift.com ??????????????????????????????????
• thaigem.com ????????????????????
• 108flower.com ????????????????????
• gmbuypower.com ????????????????????
• AR4U.com ???????????????????????????

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Benefits of Online Traditional

• 1. Convenience over physical store 24/7
• Without having to dress up
• Time Saving
• Incentive
• Comparision is done automatically
• 2. Low operating price
• ????????????????????????????????????????,
  ??????????????????????? ? ???
• ????????????????????????????????????????????

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• Flexibility ? priceing promotion
• Efficiency ???????????? ?????????????
• Logistics ??????????????????????? (???????????)
  ??????????????? Impulse buys
• ???????? E-tailer
• Paymet

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Q A

• Thank You