The Connected Store
How traditional brick-and-mortar retail can win the clash of channels
(Sprache: Englisch)
Consumer behaviour is rapidly changing and we are doing more and more of our purchasing online. Amazon & Co. are have a devastating effect on traditional "bricks-and-mortar" retail. It is small and medium retailers as well as buying cooperatives, and their...
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Consumer behaviour is rapidly changing and we are doing more and more of our purchasing online. Amazon & Co. are have a devastating effect on traditional "bricks-and-mortar" retail. It is small and medium retailers as well as buying cooperatives, and their respective landlords, who are raising the alarm. The book "The Connected Store" demonstrates why consumers have started combining online and offline channels a long time ago, and how "bricks-and-mortar" retail needs to adapt in order to stay relevant.The author debunks the myth that only the large "pure play" online retailers can successfully offer e-commerce. Using the retailing of wireless devices as a case study, Dominik demonstrates how truly "connected" stores can compete on a local and regional level with the e-commerce giants, and how consumers will benefit from the combination of online and offline retailing.
Inhaltsverzeichnis zu „The Connected Store “
Foreword 15Part I - The Clash of Channels
1. The Status Quo in E-commerce 21
1.1 What we can learn from Market Researchers 23
1.2 Revenue Development in Online Retail 25
1.3 E-commerce Acceptance by Age Group 26
1.4 Differences in E-commerce by Gender 27
1.5 Mobile Commerce 28
1.6 E-commerce by Business Model 32
1.7 E-commerce by Commodity Groups 36
1.8 Declining Numbers of Visitors at Traditional Retail Stores 42
1.9 Anxieties/Arguments against E-commerce 46
1.10 Key Take-Aways 49
2. The Strengths of Traditional Retail 51
2.1 Advice from Specialists 51
2.2 Preselected Range of Products that can be taken Home straightaway 54
2.3 Testing and Inspection at the Store 57
2.4 Assistance with Installation and Start-Up 60
2.5 Data Privacy is incomparably better 65
2.6 Payment immediately upon receipt of the Goods or Services 66
2.7 Shopping as an Experience for all the Senses 67
2.8 Shopping as an Event 69
2.9 Key Take-Aways 72
3. What Online Shops do better than Traditional Stores 73
3.1 Gigantic Choice of Products on the Internet 74
3.2 The lowest Price 76
3.3 Price Transparency leads to a good Feeling 79
3.4 Shopping anywhere at any Time
3.5 Product Research by yourself, with or without a Salesperson 83
3.6 Detailed Product Descriptions (Select with Confidence) 85
3.7 Convenient Delivery 87
3.8 Customer Reviews, Social Media & Communities 89
3.9 Key Take-Aways 94
4. Competition of the various Retail Models 95
4.1 Mini-Monopolists versus Database Professionals 97
4.2 Customers combine the Channels 98
4.3 Research Online purchase Offline (ROPO) 99
4.4 Look in Store and buy Online (Showrooming) 99
4.5 Showrooming and Using a Smartphone to compare Prices in Store 100
4.6 The four Main Drivers for Internet Sales 101
4.7 Multi Channel 104
4.8 Omni Channel/Cross Channel 105
4.9 Connected Cross Channel 105
4.10 IT Systems based on vastly different Requirements 107
4.11 Competition for the better Position in Cross Channel 108
4.12
... mehr
Key Take-Aways 112
Part II - The Connected Store
5. Future Development of Traditional Retailers 117
5.1 Traditional Retail lives from its Regular Customers 117
5.2 New Values and Processes as Basis for Business 119
5.3 Price Transparency and lower Prices from Online Vendors 120
5.4 Far greater Choice of Products on the Internet (Long Tail Effect) 121
5.5 Better, more detailed Product Descriptions on the Internet 124
5.6 Shopping on the Internet at any Time 125 5.7 Direct Shipment to the Customer's Door 128
5.8 Active Internet Marketing 128
5.9 New Technology as the Basis for Business 129
5.10 Requirements even for Manufacturers 130
5.11 Requirements for Connected Retailers 132
6. Many Ways to the same Objective: Cross Channel 135
6.1 Online and Offline Channels must merge in many Areas 136
6.2 Cross Channel needs a completely new IT Basis 138
6.3 A Word about Enthusiasm for Technology 140
6.4 Complexity and Requirements keep growing fast 141
6.5 Cross Channel through Acquisitions and Store Openings 142
6.6 The Way to Cross Channel as shown by Banks 143
6.7 Retailers who exploit regional Monopolies can become Local Heroes 145
6.8 Distributors as System Suppliers to the Retailers 147
6.9 Cooperatives as System Suppliers of their Partners 148
6.10 Retailers' Values will have to change 150
6.11 A new Generation of innovative Retailers 152
6.12 Key Take-Aways 154
7. The Connected Price 155
7.1 Price Comparisons on the Internet 156
7.2 How a competitive Sales Price is determined 157
7.3 The Significance of Manufacturer Sales Price Recommendations 160
7.4 The Manufacturers must rework their Models of Financial Terms 163
7.5 When a Specialist's Prices are not competitive... 170
7.6 Global Prices 171
7.7 Price Roller Coasters and Digital Price Tags 173
7.8 Connected Stores need not be more expensive than Online Shops 178
7.9 Key Take-Aways 182 8. The Connected Catalog and the Kiosk Systems 183
8.1 Virtually unlimited Product Ranges 183
8.2 Catalog Tablets for the Sales Team 186
8.3 Multimedia Kiosk Systems 187
8.4 The Marketplace in Brick-and-Mortar Retail Trade 191
8.5 Place Order at Kiosk, pay at Checkout 194
8.6 Kiosk Systems for Digital Products 196
8.7 Multimedia Catalogs 198
8.8 Kiosk Marketing 200
8.9 Key Take-Aways 202
9. The Connected Shop Window - Online Shop 203
9.1 To an Online Shop with a Traditional Retailer's Values 204
9.2 Six Phase Journey to an Online Shop 206
9.3 Effects of Online Shop's vast Product Range on Retailers' Orientation 214
9.4 Who shops in these Cross Channel Online Shops? 215
9.5 Advertising your own Online Shop 217
9.6 Online Shop Address on every Business Card 219
9.7 Key Take-Aways 223
10. The Connected Delivery Options 225
10.1 Shipment of Parcels (Third Party Delivery) 225
10.2 Delivery connected with Service at Customer Site 228
10.3 Immediate Delivery of Products in Stock 230
10.4 Click & Collect 231
10.5 Click & Collect from the Manufacturer's Website 234
10.6 Order Response Networks 236
10.7 Marketing of Leftover Inventory and individual Pieces 237
10.8 Summary 238
10.9 Key Take-Aways 240 11. Connected Marketing 241
11.1 Unique Characterization by Service and Personality 243
11.2 Personalized Marketing 247
11.3 Traditional Advertising 250
11.4 Email Marketing 251
11.5 Social Media Marketing 254
11.6 Multimedia Advertising at Point of Sale 255
11.7 Loyalty Programs 256
11.8 Key Take-Aways 260
12. The Connected Store 261
12.1 Furniture in the Connected Store 262
12.2 Technology in the Connected Store 263
12.3 The Technology Costs of a Connected Store 275
12.4 More Customers with a wider Range of Products 276
12.5 The Connected Store will become a Local Hero! 280
Closing Remarks 285
Websites 286
Acknowledgments 288
Sources 291
Part II - The Connected Store
5. Future Development of Traditional Retailers 117
5.1 Traditional Retail lives from its Regular Customers 117
5.2 New Values and Processes as Basis for Business 119
5.3 Price Transparency and lower Prices from Online Vendors 120
5.4 Far greater Choice of Products on the Internet (Long Tail Effect) 121
5.5 Better, more detailed Product Descriptions on the Internet 124
5.6 Shopping on the Internet at any Time 125 5.7 Direct Shipment to the Customer's Door 128
5.8 Active Internet Marketing 128
5.9 New Technology as the Basis for Business 129
5.10 Requirements even for Manufacturers 130
5.11 Requirements for Connected Retailers 132
6. Many Ways to the same Objective: Cross Channel 135
6.1 Online and Offline Channels must merge in many Areas 136
6.2 Cross Channel needs a completely new IT Basis 138
6.3 A Word about Enthusiasm for Technology 140
6.4 Complexity and Requirements keep growing fast 141
6.5 Cross Channel through Acquisitions and Store Openings 142
6.6 The Way to Cross Channel as shown by Banks 143
6.7 Retailers who exploit regional Monopolies can become Local Heroes 145
6.8 Distributors as System Suppliers to the Retailers 147
6.9 Cooperatives as System Suppliers of their Partners 148
6.10 Retailers' Values will have to change 150
6.11 A new Generation of innovative Retailers 152
6.12 Key Take-Aways 154
7. The Connected Price 155
7.1 Price Comparisons on the Internet 156
7.2 How a competitive Sales Price is determined 157
7.3 The Significance of Manufacturer Sales Price Recommendations 160
7.4 The Manufacturers must rework their Models of Financial Terms 163
7.5 When a Specialist's Prices are not competitive... 170
7.6 Global Prices 171
7.7 Price Roller Coasters and Digital Price Tags 173
7.8 Connected Stores need not be more expensive than Online Shops 178
7.9 Key Take-Aways 182 8. The Connected Catalog and the Kiosk Systems 183
8.1 Virtually unlimited Product Ranges 183
8.2 Catalog Tablets for the Sales Team 186
8.3 Multimedia Kiosk Systems 187
8.4 The Marketplace in Brick-and-Mortar Retail Trade 191
8.5 Place Order at Kiosk, pay at Checkout 194
8.6 Kiosk Systems for Digital Products 196
8.7 Multimedia Catalogs 198
8.8 Kiosk Marketing 200
8.9 Key Take-Aways 202
9. The Connected Shop Window - Online Shop 203
9.1 To an Online Shop with a Traditional Retailer's Values 204
9.2 Six Phase Journey to an Online Shop 206
9.3 Effects of Online Shop's vast Product Range on Retailers' Orientation 214
9.4 Who shops in these Cross Channel Online Shops? 215
9.5 Advertising your own Online Shop 217
9.6 Online Shop Address on every Business Card 219
9.7 Key Take-Aways 223
10. The Connected Delivery Options 225
10.1 Shipment of Parcels (Third Party Delivery) 225
10.2 Delivery connected with Service at Customer Site 228
10.3 Immediate Delivery of Products in Stock 230
10.4 Click & Collect 231
10.5 Click & Collect from the Manufacturer's Website 234
10.6 Order Response Networks 236
10.7 Marketing of Leftover Inventory and individual Pieces 237
10.8 Summary 238
10.9 Key Take-Aways 240 11. Connected Marketing 241
11.1 Unique Characterization by Service and Personality 243
11.2 Personalized Marketing 247
11.3 Traditional Advertising 250
11.4 Email Marketing 251
11.5 Social Media Marketing 254
11.6 Multimedia Advertising at Point of Sale 255
11.7 Loyalty Programs 256
11.8 Key Take-Aways 260
12. The Connected Store 261
12.1 Furniture in the Connected Store 262
12.2 Technology in the Connected Store 263
12.3 The Technology Costs of a Connected Store 275
12.4 More Customers with a wider Range of Products 276
12.5 The Connected Store will become a Local Hero! 280
Closing Remarks 285
Websites 286
Acknowledgments 288
Sources 291
... weniger
Autoren-Porträt von Dominik Brokelmann
Brokelmann, DominikAngaben zur Person: Dominik Brokelmann ist Gründer und CEO der Brodos group. Diese führt einen Hauptsitz in Baiersdorf (Großraum Nürnberg) sowie Niederlassungen in Berlin, USA, Hongkong, Russland und einem Entwicklungsstandort in Indien. Der Maschinenbau-Ingenieur begann bereits während seines Studiums schnurlose Telefone aus den USA und China zu importieren und in seinem Laden in Nürnberg zu verkaufen. In den mehr als 20 Jahren als Unternehmer hat er Brodos mit seinem Team zu einem der größten und wichtigsten Mobilfunk-Distributoren mit über 350 Mio. Euro Umsatz (2014) in Deutschland entwickelt. Zu seinen Kunden gehören vom kleinen Mobilfunkladen über die großen Elektronikmärkte auch die Schwergewichte im E-Commerce sowie über die Hälfte der deutschen DAX-Konzerne. Brodos ist der offizielle Distributor aller führenden Hersteller (Apple, Samsung, Sony, u.v.m.) und Netzbetreiber (Telekom, Vodafone, Telefónica) in Deutschland. Dominik Brokelmann ist Visionär undAutor etlicher Blogbeiträge sowie häufiger Redner auf Branchenveranstaltungen. Sein Zugang zum Topmanagement in der Industrie, als wichtiger Geschäftspartner sowie als Lieferant zu allen Formen im Handel hat ihm über die Jahre ein umfassendes Bild von der im Handel stattfindenden Transformation gegeben. Seine häufigen Aufenthalte in Asien und Nordamerika bei Messen, Kongressen und in Kundengesprächen sind seit Jahren Grundlage für die Weiterentwicklung der Brodos group und deren Strategie.
Bibliographische Angaben
- Autor: Dominik Brokelmann
- 2016, 293 Seiten, 46 Abbildungen, Maße: 13,6 x 20,6 cm, Kartoniert (TB), Englisch
- Übersetzer: Francis Edmonds
- Verlag: Brodos
- ISBN-10: 3981754522
- ISBN-13: 9783981754520
- Erscheinungsdatum: 23.06.2016
Sprache:
Englisch
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