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					The Mom and Pop Virtual Store

         B2C and C2C

           INBS 510
           Module 3
       Understanding the Internet
              Consumer
 Forrester Research- Internet Economy
 Technographics- attitude toward
  technology
     Early adopters- first to get online and shop 30
      %
     Mainstream- slower to adopt 47%
     laggards- last to move online 22%
            demographics            psychographics
                  Forrester Research of
                    Technographics
   Digital hopefuls7%                       New age nurturers 8%
   Fast forwards 12%
                                             Sidelined citizens28%
   Gadget grabbers9%
   Handshakers7%                            Technostrivers7%
   Media junkies5%                          traditionalists8%
   Mouse potatoes 9%

% of 204 million US adults
Mary Modahl – Now or Never- Winning the
   Battle for the Internet Consumer
        Why consumers buy on-line

 Attitude toward                Motivation to use
  technology                      technology
      Age                            Entertainment
      gender
                                      Family
 Income                              career
      high income optimists
      low income optimists
      high income pessimists
      low income pessimists
   Example Starbucks vs Maxwell
              House
 High income optimists    Low to moderate
 Career motivated          income
 Early adopters           Older
                           mainstream
          Getting the Early Adopters

 Fast forwards- career        entertainment
      Travel                      fun
      electronics
                                   social status
      Cars
      Books , music video         excitement
      stocks
 New age nurturers- family
      Music video
      Clothing
      software
                 Early adopters

 ie. Mouse potatoes- high income optimists
  for entertainment
     Clothing
     Music video
     Spenders- compulsive
     Style conscious
      BUT B2C wants mainstream=
           ½ trillion dollars
 High income             Low income optimists
  pessimists                  Communities
     Apathy                  Discounts
     Need to increase        Time saving
      familiarity             convenience
     Improve ease
     interest
        Winning the Mainstream:
          Five Step Program
 Make it easy for customers to do business with you
 Focus on the end customer for your products and
  services
 Redesign you customer facing business processes
  from the end customer’s point of view
 Wire your company for profit: design a
  comprehensive, evolving electronic business
  architecture
 Foster customer loyalty- the key to profitability
       1-Make it easy, easy easy…

 Streamline interactions
     Don’t waste my time
     Remember us
     Make it easy to order
     Make sure your service delights
     Customize for me
     2-Focus on the End customer

 Interact directly
 Know your customers
 Make them feel special
 Build community
 Provide services and info
       3- Redesign from customer’s
              point of view
 Stream line behind the scenes
 Database of customer profile info
     Hallmark.com- card services
     General Motors- security and convenience
 Prepare for ripple effect
                   4- Wire for Profit

 Integration
      CRM
      Supply chain
 Know Technologies
      Smart cards
      Digital certificates
      XML
      Java
                5- Foster loyalty

   Measure customer revenue
   Measure customer costs
   Measure customer profitability
   Evaluate defection
   Finding and keeping right customers
   Big question – How do you evaluate and measure?
    Any ideas? Check out www.busreslab.com
            Critical Success Factors

1.    Target right customer
2.    Own the customer experience
3.    Streamline
4.    360 degree view of customer relationship
5.    Let customers help themselves
6.    Help customers
7.    Deliver personalized services
8.    Foster community
     customer.com, Patrica Seybold
     Targeting the Right customer

 www.aa.com-
 www.national.com-

 How have these targeted the correct
  customer?
 Use technographics to market
        Owning the Customer’s
             Experience
 www.hertz.com
 www.amazon.com

 Describe personalization and customization
  techniques
               Streamlining

 www.babson.edu
 www.nsf.gov

 How have these 2 streamlined?
             360 degree view

 www.wellsfargo.com

 What is their 360degree view?
    Customers helping themselves

 www.dell.com
 www.iprint.com

 How does the customer help him/herself?
   Helping customers do their jobs

 www.photodisc.com

 Describe the supports
           Personalized service

 www.wsj.com
 www.onstar.com

 Describe the personalization
            Foster Community

 www.cisco.com
 www.tripod.com

 Do you think community is as important as it
  is purported to be?
 How is community fostered?
            Components for setting up
                 Online Store
   Catalogs
   Merchandizing
   Configuration
   Shopping cart
      Purchase- www.icat.com

      Rent- www.yahoo.com

      www.mcart.com

   Tax
   Shipping
   Payment
   PGP- pretty good privacy – encryption for credit card orders

				
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