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Winning e-Commerce Strategies

Winning e-Commerce Strategies

Abstract
 
Online sales have seen exponential growth in the last few years. As this channel finally achieves a significant percent of sales of many retailers, most of them are re-evaluating their overall Cross Channel strategy and deciding how best to align the marketing; sales processes and support systems across the traditional store front and the online channel. Getting the e-commerce end of your business off the ground isn't a walk in the park, but it's also not as difficult as you may think — as long as you strategize. This white paper attempts to lay out an appropriate roadmap for the implementation and customization process.

Excerpts from the Paper
 
Most Retailers underestimate the organization change impact and what it means to people roles and responsibilities. The merchandizing drivers and parameters and  key  performance indicators are  very  different  for  online business  versus  for  the  traditional  store  fronts.  Should  the  organization market and brand itself differently for the online customer versus the regular customer. Should the IT organization for the online business coordinate and engage with the Corporate IT organization? What is the change readiness and training impact to people as they implement the new processes and technology? In several cases, the effort impact to legacy and backend systems has also been underestimated. There is often insufficient  knowledge  and  documentation  of the incumbent systems  and  adding  a  channel that  behaves  quite differently  may  need  modifications  in  many fundamental  processes,  and  workflows  of  the  existing  legacy applications. It is also easy to overlook the complexity associated with the customization and integration of the ecommerce platform with existing systems.

 

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