View
419
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Sales and Trends in e-Commerce
Citation preview
E-COMMERCE TENDENCIES IN THE FASHION INDUSTRY
1 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
Contents of Operational Plan
A: e-Business intelligence and Steps to Success B: e-Commerce startups principles C: e-Business Strategies D: e-Commerce today based on Affiliate Strategies E: e-Commerce and Apparel/Fashion Industry on the
web 2 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
~ Steps to Success in e-Commerce ~
Set Strategy (keep it simply for customers) Focus on the final Customer Redesign Business Process Wire Company for profit and success Build on customer Loyalty - Prioritize objectives - Decide the way of control of KPIs (key product
indicators - Measure profitability
3 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
A: e-Business intelligence *According to successful startups in e-commerce the first requirement for a successful e-business is:
e-business intelligence.
E-Business Intelligence tasks, can be underlined as the following:
1. Collect Data :
There are two classifications of data that a firm should acquire
- Primary data & Secondary data. Primary data is gathered by the firm and sponsored entirely by the
firm. There are representatives of the firm who gather the primary data, ex. customer
surveys.
- Secondary data is gathered by some one who is not directly connected to the firm.
2. Evaluate Data :
- All the categories of data are evaluated for accuracy and authenticity.
3. Analyze Data :
The data is to analyzed for completeness. The method commonly known as
lateral thinking is applied during analysis of data, where the data is examined from various angles.
4. e-Store Intelligence /
Information should be stored in a magnetic medium and be kept in readable easy management form.
4 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
A: e-Business intelligence
Collect
Data
Analyze Evaluate Data
E-Store Intelligence
Intelligence
Data
5 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
B: e-Commerce startups principles
As the over all e-commerce market has expanded in value, e-commerce startups (e.g., niche retailers, service providers) have started to command large enough addressable markets to become sustainable businesses
6 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
B: e-Commerce startups principles
New business models are still being born, personalization companies continue to bring offline models into existence online
There is also room for companies to clone or apply existing business models to new product categories (e.g., low-end vs high-end, male vs female)
Startups often take existing business models and apply a marketing pivot or alternate strategy
7 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
B: e-Commerce startups principles
Two newer business models that are less reliant on
impulse purchases are online brands and crowd sourced demand
Online brands are simply new brands that have chosen online as the marketing channel of choice over offline, barriers to entry in online brands includes the expertise required to build a vertically integrated supply chain
Crowd sourced demand start-ups also rely less on impulse purchases, as do social book marking start-ups like Pinterest, where users create product wish lists for “buy-later”.
8 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
B: e-Commerce startups principles
Most of the social commerce activity occurring today are Pinterest, Facebook pop-up stores and Twitter/Facebook buttons embedded on e-commerce product pages. Some companies also use the social graph to make referral programs easier. However, no clear class of scalable, defensible startups has come out of social commerce yet
9 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
C: e-Business Strategies
The Strategies are :
- The elements are linked with transmission of electronics data. The name given to this is Inter-organizational System (IOS).
- EDI ( Electronic Data Interchange ) is the means for achieving IOS.
10 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
C: e-Business Strategies IOS benefits
Comparative Efficiency : By joining an IOS, the trading partners can provide their goods and services at lower costs than their competitors. The comparative efficiency consist of two groups: Internal efficiency and Inter-Organizational efficiency.
a) Internal efficiency consists of improvement in the firm’s operations, thus enabling the firm to gather data faster, analyze it faster and make decisions faster. b) Inter-organizational efficiency includes
improvements that are gained by working with other firms.
11 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
C: e-Business Strategies EDI Benefits
Direct Benefits
Reduced errors : As the data coming from the network is accepted directly by the computer systems hence the errors related to manual entry are reduced greatly. A study by the EDI Group Ltd. has proved that the error rate is reduced to 4.4% ( with out EDI its 10.1%).
Reduced costs : Cost reductions are realized by eliminating the redundant steps, eliminating paper documents and eliminating manual labor for routing the documents.
Increased Operational efficiency : As the paper documents are replaced by electronic information hence the error rates have declined and routing is perfect and in time, causing the response and processing faster, with less errors.
12 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
D: e-Commerce today based on Affiliate Strategies Implementation of affiliates
Segmentation of potential customers
Integrate Social Media
Promote Best-Sellers
Create Shopping guides
Video support
Create online surveys
13 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
D: e-Commerce today based on Affiliate Strategies Create demand
Invest in Acquisitions
Reward on Conversion
Ability to market directly
Ability to remarket with Low Risk
14 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
D: e-Commerce today based on Affiliate Strategies Personalization of needs
e-mail Alerts
Mobile Apps
Online registrations and accounts creation
Go global
Cross Selling
Build up loyalty
15 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
E: e-Commerce and Apparel/Fashion Industry on the web
~ e-Fashion Benefits ~
e-Commerce in Fashion Industry = Affiliate Advantage
The store is always open
Global exposure and reach
Establish relationships with loyal customers via databases
Low Cost Information Distribution
Apparel Categories of Selling on the web:
Dresses
Coats and Sweaters
Warm - ups
Tops
Jeans
Lingeries and Accessories
Pajamas
16 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
Managing by Category
E: e-Commerce and Apparel/Fashion Industry on the web (*all profits in one property)
Branding Informing Selling
TV Ads Magazines
Print editorial Sales People
Store
Cycle of e-Commerce
Marketing Sales Production/
Logistics Billing
Quality of services
17 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
E: e-Commerce and Apparel/Fashion Industry on the web
Top e-Commerce trends:
Incline Apparel and Accessories Mass Merchant Decline Toys Food Flowers
18 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
E: e-Commerce and Apparel/Fashion Industry on the web
Top e-Commerce trends:
Mobile e-Commerce
Personalization
Behavioral Profiles
Building Loyalty with Products
Video
19 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
E: e-Commerce and Apparel/Fashion Industry on the web
Fashion Sharing is in:
- Emails
- Social media - Pinterest and Facebook
- Social Opportunities and Conversions
20 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012
Thank you
21 Kassimates Apparel and Fashion Industry / e-Commerce Analysis, Apr. 2012