e-Merchant
Retail Strategies for e-Commerce
Published on 30. April 2001
Book
Mixed media product
304 pages
978-0-201-72169-0 (ISBN)
Description
As many e-retailers have discovered, if you neglect merchandising, inventory management, vendor negotiations, and the other classic fundamentals of retailing, you'll fail -- period. e-Merchant is the first comprehensive guide to the retail-specific issues facing every e-retailer, large or small. It targets issues that apply to every e-retailer: all you need to know to deliver the right product at the right price, in the right place, at the right time. Coverage includes: retail strategy for the Web; choosing the right merchandise; and using Web page layouts, signage, categories, search and sorting mechanisms to effectively merchandise what you have to sell. Discover proven e-commerce pricing and promotion techniques; metrics for evaluating the profitability of individual items and product lines; how to run an effective e-Commerce buying organization; and much more. The book also includes a detailed, up-to-date case study chapter covering both successes and failures. For everyone involved with Web-based B2C e-Commerce, including managers, marketers, merchandisers, Web designers, developers, and e-Commerce consultants.
More details
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 233 mm
Width: 187 mm
Thickness: 16 mm
Weight
641 gr
ISBN-13
978-0-201-72169-0 (9780201721690)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Joanne Neidorf holds an MBA from Stanford University Graduate School of Business and has worked with internationally known retailers such as Macy's (where she was responsible for over $30 million in annual sales), Gymboree, and The Walt Disney Company. After working as a buyer/category manager for a retail start-up in Sweden, she has returned to the U.S. and joined the merchandising department at DFS Galleria, a global retailer specializing in merchandising to the traveling public. Her buying expertise, coupled with her business analysis background, has also made her an in-demand consultant for Internet start-ups.
Robin Neidorf provides Web-based intelligence to small and mid-sized organizations through her company, Electric Muse. Additionally, she provides content analysis, strategic planning and copywriting services for the Web and for print media. As a business journalist for nearly ten years, she has specialized in rendering complex ideas clearly for a wide variety of audiences. Robin holds an MFA in creative nonfiction from the Bennington Writing Seminars and has taught research and writing (creative and technical) at the University of Minnesota, Hennepin Technical College and the Bennington Alumni Retreat.
0201721694AB04062001
Robin Neidorf provides Web-based intelligence to small and mid-sized organizations through her company, Electric Muse. Additionally, she provides content analysis, strategic planning and copywriting services for the Web and for print media. As a business journalist for nearly ten years, she has specialized in rendering complex ideas clearly for a wide variety of audiences. Robin holds an MFA in creative nonfiction from the Bennington Writing Seminars and has taught research and writing (creative and technical) at the University of Minnesota, Hennepin Technical College and the Bennington Alumni Retreat.
0201721694AB04062001
Content
Preface.
What This Book Is.
What This Book Isn't.
Who Should Read This Book.
Acknowledgments.
About the Authors.
1. Introduction.
Who's in the Game?
e-Retail + Traditional Retail Operations ("Clicks-and-Mortar").
e-Retail + Catalog Operations.
e-Retail + Web Site Content.
From Consumer to e-Retailer.
2. Retail Strategy.
Defining Your Retail Strategy.
WHAT Are You Going to Sell?
Starting with Rivets: A Brief History of The Gap.
WHO Are You Going to Sell To?
But I'm a Department Store...Do I Really Need to Do All This Work?
Helpful Tips for Online Research.
Why Will a Customer Buy From You?
Location, Location, Location.
How Do You Sell?
Looking Ahead to Profitability.
Achieving Harmony between Your Retail Strategy Elements.
Hypothetical Cases.
Retail Strategy for ShoeWeb.
Retail Strategy for WebKidCare.
Retail Strategy Checklist.
3. Assortment Planning.
So, What Are You Selling?
Going Hybrid: Assortment Planning without Owning Assortment.
Defining Products.
What Is a SKU?
Basically, It's Fashion.
Prioritizing Assortment Needs.
Sourcing Products.
A Web of Sources.
Tracking Assortment.
Assortment Financial Planning.
Constructing a Buy Plan.
Beginning-of-Month (or Season) in Stock.
Sales.
Markdowns.
Receipts.
End-of-Month (or Season) Stock.
Turnover (Turn).
A Quick Note About Turn.
Open to Buy.
Hypothetical Cases.
Assortment Planning for ShoeWeb.
Assortment Planning for WebKidCare.
Assortment Planning Checklist
4. Merchandising.
Importance of Merchandising Decisions.
Shopper's Assistance: High Tech, High Touch.
Your Partners in Merchandising.
The Elements of Merchandising.
Colors.
Layout.
Text.
Do Not Click Here.
Animated Graphics.
Audio.
Site Navigation.
Sorting Mechanisms.
Search Engines.
Product Presentation.
How Many Clicks in Your Mix?
Customized Merchandising.
Quizzes and Product Selectors.
Auto Customization.
Elective Customization.
The Rules of Engagement.
Using Offline Merchandising Online.
When You Do Not Own Your Stock.
Organizing and Planning Your Efforts.
Hypothetical Cases.
Merchandising Plan for ShoeWeb.
Merchandising Plan for WebKidCare.
Merchandising Checklist.
5. Inventory.
Why Worry About Inventory.
Inventory Models.
Traditional Retail Model.
Retail Portal Model.
Hybrid Retail Inventory Model.
Tools to Use for Inventory Management.
Data Management.
How to Use Sell-Through Data.
Reporting.
Report Frequency.
Compatibility.
Intelligent Decisions with Inventory Reporting.
Bestselling Items.
Brand/Class Trends.
Department Trends.
Opportunities and/or Missed Products in the Assortment.
Appropriate Stock Levels.
Hybrid Inventory Reporting.
Profitability Preview.
Hypothetical Cases.
Inventory Management for ShoeWeb.
Inventory Management for WebKidCare.
Inventory Checklist.
6. Pricing and Promotional Strategy.
The Elements of a Pricing Strategy.
Cost of Goods.
Loss-Leader Merchandising.
Freight-Free? Not Likely.
Initial Markup (Margin).
Promotional Strategy.
Law and Order in Cyberspace.
The Suggested Retail Price.
Everywhere and Nowhere: Limitations on Promotional Strategies.
Competitor Prices.
Returning to Retail Strategy.
Hypothetical Cases.
Pricing and Promotional Strategies for ShoeWeb.
Pricing and Promotional Strategies for WebKidCare.
Pricing and Promotional Checklist.
7. Profitabilit.
So You Want to Make a Profit.
Turnover.
Retail Dollars Reminder.
What Turnover Means.
Achieving a Turn Goal.
Profit in a Post-Inventory Age.
Maintained Margin.
Non-Mathletes May Rejoin Us Here.
Margins without Inventory.
Hypothetical Cases.
Profitability Analysis for ShoeWeb.
Profitability Analysis for WebKidCare.
Profitability Checklist.
8. Vendor Relations.
Relationships That Help You Thrive.
Elements Involved in Vendor Negotiations.
Items to Purchase.
Quantity.
Delivery Date.
Cost.
Freight.
Payment Terms.
Marketing Allowance.
Marketing Materials and Support.
Exclusives.
Markdown Allowance.
Maintained Margin.
Returns and/or Damages
Guarantees
Assessing Your Negotiating Position.
What You Want.
What Can You Offer.
What Your Supplier Wants.
What Your Supplier Can Offer.
Preparing for Negotiations
Meeting with New and Prospective Vendors.
Meeting with Current Vendors.
Handling Negotiations.
Negotiating Techniques.
Hypothetical Cases.
Vendor Relations for ShoeWeb.
ShoeWeb Presentation Outline.
Vendor Relations for WebKidCare.
WebKidCare Presentation Outline.
Vendor Relations Checklist.
9. Running a Retail Organization.
Setting Up for Success.
Merchant Organization.
Broad or Narrow Focus?
Merchant Responsibilities.
Incentive Programs.
A Day in the Life of an e-Retail Organization.
Performance/Sales Review.
Product-Related Tasks.
Ordering/Shipping Tasks.
Planning
Hypothetical Cases.
Retail Organization for ShoeWeb.
Retail Organization for WebKidCare.
Organization Checklist.
10. The Virtual Real World: e-Retail Case Studies.
RedEnvelope.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
garden.com.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
FashionDish.
Strategy.
Assortment Planning.
Merchandising
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
Craft.com.
Strategy
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
Gazoontite.
Strategy.
Assortment Planning.
Merchandising
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
BabyCenter.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
Appendix: Concepts and Resources.
e-Business Overview.
Customer Relations.
The Customer Rules.
Remember Who Your Customer Is.
Editorial Policies.
Who Writes Your Content? Who Owns It?
How Connected Are Your Content and Merchandising?
Legal Issues.
Where Do You Do Business?
When Do You Own What You Own?
Policies and Payments.
Logistics.
Marketing.
Consistent, Targeted Messages.
Benefits, Benefits, Benefits.
Technical Partners.
Do It Yourself or Not?
Finding and Hiring the Right Technical Partners.
Care and Feeding of a Web Site.
Glossary of Common Retail Terms.
Bibliography.
Index. 0201721694T04262001
What This Book Is.
What This Book Isn't.
Who Should Read This Book.
Acknowledgments.
About the Authors.
1. Introduction.
Who's in the Game?
e-Retail + Traditional Retail Operations ("Clicks-and-Mortar").
e-Retail + Catalog Operations.
e-Retail + Web Site Content.
From Consumer to e-Retailer.
2. Retail Strategy.
Defining Your Retail Strategy.
WHAT Are You Going to Sell?
Starting with Rivets: A Brief History of The Gap.
WHO Are You Going to Sell To?
But I'm a Department Store...Do I Really Need to Do All This Work?
Helpful Tips for Online Research.
Why Will a Customer Buy From You?
Location, Location, Location.
How Do You Sell?
Looking Ahead to Profitability.
Achieving Harmony between Your Retail Strategy Elements.
Hypothetical Cases.
Retail Strategy for ShoeWeb.
Retail Strategy for WebKidCare.
Retail Strategy Checklist.
3. Assortment Planning.
So, What Are You Selling?
Going Hybrid: Assortment Planning without Owning Assortment.
Defining Products.
What Is a SKU?
Basically, It's Fashion.
Prioritizing Assortment Needs.
Sourcing Products.
A Web of Sources.
Tracking Assortment.
Assortment Financial Planning.
Constructing a Buy Plan.
Beginning-of-Month (or Season) in Stock.
Sales.
Markdowns.
Receipts.
End-of-Month (or Season) Stock.
Turnover (Turn).
A Quick Note About Turn.
Open to Buy.
Hypothetical Cases.
Assortment Planning for ShoeWeb.
Assortment Planning for WebKidCare.
Assortment Planning Checklist
4. Merchandising.
Importance of Merchandising Decisions.
Shopper's Assistance: High Tech, High Touch.
Your Partners in Merchandising.
The Elements of Merchandising.
Colors.
Layout.
Text.
Do Not Click Here.
Animated Graphics.
Audio.
Site Navigation.
Sorting Mechanisms.
Search Engines.
Product Presentation.
How Many Clicks in Your Mix?
Customized Merchandising.
Quizzes and Product Selectors.
Auto Customization.
Elective Customization.
The Rules of Engagement.
Using Offline Merchandising Online.
When You Do Not Own Your Stock.
Organizing and Planning Your Efforts.
Hypothetical Cases.
Merchandising Plan for ShoeWeb.
Merchandising Plan for WebKidCare.
Merchandising Checklist.
5. Inventory.
Why Worry About Inventory.
Inventory Models.
Traditional Retail Model.
Retail Portal Model.
Hybrid Retail Inventory Model.
Tools to Use for Inventory Management.
Data Management.
How to Use Sell-Through Data.
Reporting.
Report Frequency.
Compatibility.
Intelligent Decisions with Inventory Reporting.
Bestselling Items.
Brand/Class Trends.
Department Trends.
Opportunities and/or Missed Products in the Assortment.
Appropriate Stock Levels.
Hybrid Inventory Reporting.
Profitability Preview.
Hypothetical Cases.
Inventory Management for ShoeWeb.
Inventory Management for WebKidCare.
Inventory Checklist.
6. Pricing and Promotional Strategy.
The Elements of a Pricing Strategy.
Cost of Goods.
Loss-Leader Merchandising.
Freight-Free? Not Likely.
Initial Markup (Margin).
Promotional Strategy.
Law and Order in Cyberspace.
The Suggested Retail Price.
Everywhere and Nowhere: Limitations on Promotional Strategies.
Competitor Prices.
Returning to Retail Strategy.
Hypothetical Cases.
Pricing and Promotional Strategies for ShoeWeb.
Pricing and Promotional Strategies for WebKidCare.
Pricing and Promotional Checklist.
7. Profitabilit.
So You Want to Make a Profit.
Turnover.
Retail Dollars Reminder.
What Turnover Means.
Achieving a Turn Goal.
Profit in a Post-Inventory Age.
Maintained Margin.
Non-Mathletes May Rejoin Us Here.
Margins without Inventory.
Hypothetical Cases.
Profitability Analysis for ShoeWeb.
Profitability Analysis for WebKidCare.
Profitability Checklist.
8. Vendor Relations.
Relationships That Help You Thrive.
Elements Involved in Vendor Negotiations.
Items to Purchase.
Quantity.
Delivery Date.
Cost.
Freight.
Payment Terms.
Marketing Allowance.
Marketing Materials and Support.
Exclusives.
Markdown Allowance.
Maintained Margin.
Returns and/or Damages
Guarantees
Assessing Your Negotiating Position.
What You Want.
What Can You Offer.
What Your Supplier Wants.
What Your Supplier Can Offer.
Preparing for Negotiations
Meeting with New and Prospective Vendors.
Meeting with Current Vendors.
Handling Negotiations.
Negotiating Techniques.
Hypothetical Cases.
Vendor Relations for ShoeWeb.
ShoeWeb Presentation Outline.
Vendor Relations for WebKidCare.
WebKidCare Presentation Outline.
Vendor Relations Checklist.
9. Running a Retail Organization.
Setting Up for Success.
Merchant Organization.
Broad or Narrow Focus?
Merchant Responsibilities.
Incentive Programs.
A Day in the Life of an e-Retail Organization.
Performance/Sales Review.
Product-Related Tasks.
Ordering/Shipping Tasks.
Planning
Hypothetical Cases.
Retail Organization for ShoeWeb.
Retail Organization for WebKidCare.
Organization Checklist.
10. The Virtual Real World: e-Retail Case Studies.
RedEnvelope.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
garden.com.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
FashionDish.
Strategy.
Assortment Planning.
Merchandising
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
Craft.com.
Strategy
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
Gazoontite.
Strategy.
Assortment Planning.
Merchandising
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
BabyCenter.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
Appendix: Concepts and Resources.
e-Business Overview.
Customer Relations.
The Customer Rules.
Remember Who Your Customer Is.
Editorial Policies.
Who Writes Your Content? Who Owns It?
How Connected Are Your Content and Merchandising?
Legal Issues.
Where Do You Do Business?
When Do You Own What You Own?
Policies and Payments.
Logistics.
Marketing.
Consistent, Targeted Messages.
Benefits, Benefits, Benefits.
Technical Partners.
Do It Yourself or Not?
Finding and Hiring the Right Technical Partners.
Care and Feeding of a Web Site.
Glossary of Common Retail Terms.
Bibliography.
Index. 0201721694T04262001