md253 – electronic commerce sept. 22, 2005 single & multi-channel firms
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MD253 – Electronic Commerce
Sept. 22, 2005
Single & Multi-Channel firms
Issues Covered
• Single Channel Case Study– ING Direct
• Classifying Online Retail Efforts– Characteristics & reason for focus
• Efficiency Machines• Niche Players• Traffic Drivers• Triple Plays
• Success in a multi-channel enviornment– “Right Channeling” / “Re-Routing”– Success factors & technologies
Mitigating Risk in ‘Re-Routing’
• Understand channel economics– ‘true cost’ beyond raw margins: loyalty, frequency,
acquisition costs, freight, returns, service
• Incentives to guide customers to the right channel– “carrots & sticks”
• Provide a safety net• Communication program
– for internal & external constituencies
True Cross-Channel Design
Customer clicks “Save Application” from any application page
Banker in store retrieves all saved application data and can Complete the application.
Source: Watson, Latinbanking.com
Rightchanneling Messages & Results
Messaging & alerts