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
- List of Figures
- 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
- List of References
Objectives & Themes
This work aims to provide essential knowledge about pure-online-retailing, exploring its definition, historical evolution, and advantages and disadvantages compared to traditional brick-and-mortar stores. It culminates in an analysis of a specific pure-online retailer, ABOUT YOU, to illustrate these concepts in practice.
- Defining and characterizing online retailing in general.
- Tracing the evolution of pure-online-retailing through various historical phases.
- Examining the concept and importance of customer loyalty within the pure-online retail environment.
- Comparing the strengths and weaknesses of pure-online retailers against brick-and-mortar players.
- Analyzing the case of ABOUT YOU GmbH as a concrete example of a successful pure-online retailer.
- Understanding the impact of mobile internet usage and digital devices on contemporary retailing practices.
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 espe- cially they are geographic limited. There is no physically limited place for the Pure-online-retailer. They can offer unlimited numbers of products on one web- site. (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 the opportunity to indi- vidualize 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 sub- scribe after their online purchase. In this way they get constantly promotions and always know the newest. The Brick-and-mortar-players by contrast have the benefit of the personal contact and the shopping experience, which is essential for many people and one reason to go shopping.
Chapter Summaries
1. Objectives and structure: This chapter introduces the importance of online retailing in modern life and outlines the document's structure, which involves defining online retailing, characterizing its evolution, discussing customer loyalty, and comparing it with brick-and-mortar players, before analyzing a specific case study.
2. Introduction of online retailing: This section defines online retailing as the process of selling products and services over the internet, emphasizing its growing demand among younger generations, its global reach without physical boundaries, and the flexibility it offers through various digital devices.
2.1 The evolution of pure-online-retailing: This sub-chapter describes pure-online-retailing as an exclusively online sales model without physical stores and traces its development through six distinct phases, highlighting the rise of e-commerce platforms, search engines, optimization, Web 2.0, mobile commerce, and the omnichannel approach.
2.2 Customer loyalty in pure-online-retailing: This sub-chapter discusses the critical importance of customer loyalty for cost reduction and sales growth in online retailing, explaining how positive customer interactions and effectively managing the customer buying cycle contribute to building long-term relationships and reducing churn rates.
3. Pure-online-retailing vs. Brick-and-mortar player: This chapter details the numerous advantages of pure-online retailers, such as global reach, 24/7 availability, increased price transparency, lower operational costs, and personalized offers, while also acknowledging the benefits of personal contact and physical product interaction offered by brick-and-mortar stores.
4. Pure-online-retailing in case of ABOUT YOU GmbH: This chapter presents ABOUT YOU GmbH as a successful example of a pure-online retailer, highlighting its customer-centric approach, vast product selection, mobile accessibility, personalized outfit suggestions, and convenient services like free shipping and extended return policies.
5. Conclusion: This final chapter summarizes that pure-online retailing offers significant benefits to consumers and is crucial for globalization, emphasizing its role in connecting markets worldwide, while also acknowledging that traditional brick-and-mortar stores remain valuable for the unique shopping experience they provide.
Keywords
Online retailing, Pure-online-retailing, E-commerce, Customer loyalty, Brick-and-mortar, ABOUT YOU GmbH, Retail management, Mobile commerce, Omnichannel, Digital devices, Distribution channel, Customer experience, Personalization, Global retailing, Fashion retail.
Frequently Asked Questions
What is this work fundamentally about?
This work fundamentally examines the concept of pure-online-retailing, its characteristics, historical evolution, and its competitive landscape against traditional brick-and-mortar retail, culminating in a practical case study analysis of ABOUT YOU GmbH.
What are the central thematic fields?
The central thematic fields include the definition and historical development of online retailing, strategies for fostering customer loyalty in pure-online environments, the comparative analysis of pure-online versus brick-and-mortar business models, and a specific examination of a prominent pure-online fashion retailer.
What is the primary objective or research question?
The primary objective is to provide a comprehensive understanding of pure-online-retailing, including its advantages, disadvantages, and overall impact on the retail sector, ultimately analyzing how these principles are effectively applied in the case of ABOUT YOU.
Which scientific method is used?
The work employs an analytical approach, synthesizing information from existing literature and academic sources to define concepts, characterize phenomena (such as the evolution of online retailing), and compare business models, supplemented by a qualitative case study analysis of ABOUT YOU GmbH.
What is covered in the main part?
The main part covers the introduction and historical evolution of online retailing, a detailed discussion on customer loyalty strategies, an extensive comparison between pure-online and brick-and-mortar players, and an in-depth analysis of ABOUT YOU GmbH as a leading pure-online retailer.
Which keywords characterize the work?
The work is primarily characterized by keywords such as online retailing, pure-online-retailing, e-commerce, customer loyalty, brick-and-mortar, ABOUT YOU GmbH, retail management, and mobile commerce.
How has mobile internet usage influenced online retailing?
Mobile internet usage has profoundly transformed online retailing, enabling consumers to shop anytime and anywhere via smartphones and tablets. This shift has driven new phases of e-commerce, such as "Mobile First" and omnichannel retailing, fundamentally altering customer buying behavior and expectations.
What is the Customer-Buying-Cycle and its relevance?
The Customer-Buying-Cycle is a conceptual framework for retailers, illustrating the various stages of customer interaction (Stimulation, Evaluation, Purchase, After-Sale). Its relevance lies in guiding retailers to optimize actions at each phase to attract, inform, convert, and retain customers, thereby fostering long-term loyalty and reducing customer churn.
What makes ABOUT YOU GmbH a notable example of pure-online-retailing?
ABOUT YOU GmbH is a notable example due to its highly customer-centric approach, offering personalized outfit suggestions based on client data, a vast product selection across many brands and sizes, seamless mobile accessibility, and customer-friendly services like free shipping, no-cost returns, and extended return periods, all without the need for traditional physical stores.
What are the key differences between pure-online and brick-and-mortar retailers?
Key differences include pure-online retailers' global reach, 24/7 availability, enhanced price transparency, lower operational costs (e.g., no physical rent), and unlimited product assortment, contrasted with brick-and-mortar stores' benefits of personal customer contact, immediate product availability, and the opportunity for customers to physically interact with products.
- 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
