Online retailing is an important way to retail products and services. For most of the people it is inconceivable to live without this. Online shopping makes our live in many ways easier, but it has not only advantages. The Brick-and-mortar stores are also important in many ways. Pure-online-retailing gets popular more and more, so it is important for everybody to have some knowledge about it.
Firstly, the online retailing is defined and introduced in general. Subsequently the evolution of the pure-online-retailing is characterized. After this the customer loyalty in pure-online-retailing got reviewed and accordingly the advantaged and disadvantages of pure-online-retailer are explained in comparison to the Brick-and-mortar-players. At the end this examination the results are analyzed in case of the Pure-online-retailer ABOUT YOU.
Table of Contents
1. Objectives and structure
2. Introduction of online retailing
2.1 The evolution of pure-online-retailing
2.2 Customer loyalty in pure-online-retailing
3. Pure-online-retailing vs. Brick-and-mortar player
4. Pure-online-retailing in case of ABOUT YOU GmbH
5. Conclusion
Objectives and Research Themes
The primary objective of this work is to provide a comprehensive analysis of the pure-online-retailing business model, its development, and its competitive standing against traditional brick-and-mortar retailers. The study examines the mechanisms of online retail, explores strategies for maintaining customer loyalty in digital environments, and applies these theoretical insights to the specific business model of the German fashion retailer ABOUT YOU.
- The general definition and functional processes of online retailing.
- The historical evolution and developmental phases of the online retail market.
- Strategies for enhancing customer loyalty and managing the customer buying cycle.
- Comparative analysis of advantages and disadvantages between pure-online and brick-and-mortar retailers.
- Case study of the operational model and market positioning of ABOUT YOU GmbH.
Excerpt from the Book
3. Pure-online-retailing vs. Brick-and-mortar player
Pure-online-retailers like Amazon or Zooplus grow outstanding. (Heinemann, 2018) The Pure-online-retailers have many Advantages which the Brick-and-Mortar player cannot keep up with.
The first benefit is that “the online context enables very rich provision of information, whereas face to face this may be more limited or may occur over a range of formats (e.g. brochures, posters, customer sales representatives). “ (Rose, 2011) Secondly, the pure-online-retailers have no opening hours. The customers can use the shop whenever and everywhere. They can sell worldwide to many different customers and busy people who have not the time to go shopping have less time effort. Pure-online-retailer have an increased price transparency, because they can provide pricing information. Customers can compare prices quickly in contrast to brick-and mortar stores. Brick-and-mortar player have opening hours and especially they are geographic limited. There is no physically limited place for the Pure-online-retailer. They can offer unlimited numbers of products on one website. (Rose, 2011) In a shop there is just a limited storage area. Garden furniture for example would be hard to show. The customers cannot see many products the shop offers. (Dieter Ahlert, 2018) On the other hand complex products like cars are better to sell offline. The Pure-online-retailers do not have to pay any rental for their shop. This saves them much money. Moreover they have less personnel costs. For Pure-online-retailers cross selling products is much easier, because of all the advertisements on the online shops. They also have the opportunity to individualize the offers for their customers by the collection of client data. In addition the customer loyalty can be promoted by a newsletter which many customers subscribe after their online purchase. In this way they get constantly promotions and always know the newest.
Summary of Chapters
1. Objectives and structure: This chapter introduces the significance of online retailing in modern life and outlines the methodology for the subsequent analysis.
2. Introduction of online retailing: The chapter defines online retailing as a global shopping channel and traces its evolution through six distinct phases of development.
2.1 The evolution of pure-online-retailing: This section details the historical progression from the early days of e-commerce to modern omnichannel retailing.
2.2 Customer loyalty in pure-online-retailing: The chapter explores the importance of customer retention and visualizes the customer buying cycle as a tool for retailers.
3. Pure-online-retailing vs. Brick-and-mortar player: This chapter contrasts the operational advantages of online retailers against the physical limitations and personal touch of traditional brick-and-mortar stores.
4. Pure-online-retailing in case of ABOUT YOU GmbH: The chapter provides a specific case study of the German retailer ABOUT YOU, highlighting its growth, target demographics, and personalized customer approach.
5. Conclusion: The concluding chapter synthesizes the benefits of both online and physical retail, suggesting a continued relevance for both models in a globalized economy.
Keywords
Online retailing, Pure-online-retailing, Brick-and-mortar, Customer loyalty, E-commerce, Mobile commerce, Omnichannel, ABOUT YOU, Customer buying cycle, Digital transformation, Personalization, Retail management, Internet shopping, Globalized economy, Consumer behavior.
Frequently Asked Questions
What is the core focus of this publication?
The publication examines the principles of international retail management with a specific focus on the pure-online-retailing business model.
What are the primary thematic areas explored?
Key areas include the evolution of online shopping, the mechanics of customer loyalty, and a comparative analysis between traditional physical stores and digital retail platforms.
What is the central objective of this research?
The work aims to explain why pure-online-retailing has become a dominant force and how specific companies like ABOUT YOU leverage this model for success.
What scientific methodology is employed?
The work utilizes a descriptive approach, combining theoretical frameworks from retail literature with a practical, qualitative case study analysis.
What topics are covered in the main section?
The main section covers the definition of online retailing, its developmental phases, the factors influencing customer loyalty, and an evaluation of the competitive advantages of digital retail.
Which keywords best characterize this work?
Prominent keywords include Online retailing, Customer loyalty, Omnichannel, E-commerce, and Personalization.
How does the case of ABOUT YOU demonstrate the benefits of pure-online-retailing?
ABOUT YOU demonstrates these benefits through its high growth rate, extensive product catalog, and the use of client data to provide personalized outfit suggestions.
Does the author argue that traditional stores will disappear?
No, the author concludes that while online shopping is highly convenient and beneficial, physical brick-and-mortar stores remain essential for the shopping experience and personal contact.
What role does mobile commerce play in the evolution mentioned?
The text identifies the "Mobile First" phase starting around 2010 as a critical turning point that changed consumer behavior and made mobile-optimized websites a standard requirement.
- Citar trabajo
- Anonym (Autor), 2019, Pure-Online-Retailing in Case of About You. Principles of International Retail Management, Múnich, GRIN Verlag, https://www.grin.com/document/1585885
