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Making Money Multi Channel White Paper V1.3 WEB

Making Money Multi Channel White Paper V1.3 WEB

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Published by OrderDynamics
This whitepaper, authored by eCommera, Google and WPP, details how to make money in a multi-channel retail environment.
This whitepaper, authored by eCommera, Google and WPP, details how to make money in a multi-channel retail environment.

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Published by: OrderDynamics on Mar 25, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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Making money multichannel
In partnership with WPP and GoogleHow to understand cross-channelcustomer behaviour
e
Commera
 
e
Commera
Making money multichannel
 
Published March 2011©eCommera 2011
 
www.ecommera.com
Making money multichannel
Michael Ross,
Co-founder and Director, eCommera.
Peter Fitzgerald, 
Retail Director, Google UK.
David Roth, 
CEO EMEA and Asia, The Store, WPP.
Highlights
•Onlineretailersneedtorethinktheirmodelsofgrowthandprot–theeconomics
of physical retail cannot be successfully replicated online.
•Dataiscriticaltoprots–properlygatherandleveragedataonprots,customers,
products and marketing.
•
Cross-channel customer behaviour, accelerated by the use of mobile, makes
everythingmorecomplicated–understandingandrespondingtothenewcomplexityofcustomerbehaviourbecomesacriticaldriverofprotability.
Ofineretailinghaslongbeenalucrativeandprotablesector.Asecommercegatherspace,
many retailers have assumed that they can apply the same principles and make the same high
protsonline.Thenumberstellaverydifferentstory.Manyonlineretailerstookalongtimetogettoprotability(Amazon,Overstock,Zappos);othersarestilltradingbutnotyetprotably(Bluey,gleaves,Ocado);andmanywentbustwithoutevermakingapenny(etoys,webvan,boo,pets.com).
02–03

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