Home >

The Age Of E-Commerce Rising

2011/6/11 13:53:00 70

??? 日本語 Fran?ais English 中文

Electronic commerce is becoming more and more important nowadays. So, at the end of last year, the clothing retailing CEO summit held by the women's wear daily in the United States, besides the top two of our previous reports on clothing business, some people engaged in e-commerce also made speeches.

Saks webpage

"We started out as a one-way marketing channel and then became an interactive, two-way process, especially GiltGroupe's increasing male products, and providing advice and small humor."

-- Dennis Incandela

Nowadays, in the rapidly changing society, the mobile Internet has been shortened.

Retailer

The distance from customers makes businessmen have to invest in emerging technologies.

This is one of the common points of the e-commerce group speaking at the end of last year at the CEO summit held by the women's clothing daily.

Participants included Janet Karl, senior vice president of Coach strategy and customer relations, Dennis Incandela, President of Sax Supervision Department of Sax department store, Karl Sparks, President of Gilt Groupe, and vice president of business supervision department of American Express.

Indira Candela was first in Sax

Electronic Commerce

The Department defines 4 important issues: improving customer shopping experience, adapting to global business, adapting mobile technology and integrating social networks into business operations.

She pointed out that access to e-commerce is the key, because multi-channel customers spend three to four times more time than single channel customers, and spend as much time in stores as they do.

Salesmen can get commission from online shopping that makes them convenient, and all stores can get goods online.

A database that integrates all channel customer information in Sax stores has been established, and retailers are integrating their detailed catalogues to enable all channels to be accessed.

She said, "dynamic product recommendation" did a good job, that is, when customers were recommended goods, they met their personal data and purchase history.

She pointed out that although many retailers' e-commerce activities are booming, customer loyalty is generally concentrated.

Shop

And brand, rather than their own sales channels.

"We are looking for ways to optimize multi-channel experience," she said. "Customers are unknowable."

Indira Candela said Sax's efforts in mobile communications will be promoted today when retailers launch mobile friendly websites.

GiltGroupe and its mobile strategy went further together, Sparks said, and the company's efforts achieved results at the same speed as wind speed.

In the evenings and weekends, mobile devices account for 20% of total revenue, although the company has created iPad, iPhone and Android devices for less than a year.

Gilt Groupe executives report that the company's technology experts have adopted different approaches to iPhone's application, and then set them up so that they can handle pactions and information easily.

With the continuous development, they realize that users will spend more time and participate in a wider range of activities, and build corresponding features in iPad.

His opinion on expanding market capital in the mobile market: "make way for your technology team and let them develop."

As for GiltGroupe's social network, Ying CA de la said that they were originally a one-way marketing channel, and then become an interactive, two-way process, especially GiltGroupe's increased male goods, and provide advice and small humor, including the "bad shoes" competition.

Indira Candela said, "we will never do this in women's fields."

{page_break}

The present communication and communication are three directions.

For example, bloggers can comment on Gilt Groupe's website on whether they like it or not.

Gilt Groupe can modify or add products according to the reaction. It can contact bloggers and find people who help inform customers of changes.

With the experience of Gilt Groupe, exclusive and special events are more favorable than discount.

With 6 different Facebook pages, social networking can also help customers participate in the process.

According to Carle, the shop is still the focus of Coach, but e-commerce and social networking can enhance the relationship between brand and customers.

"We have more than 1 million of Facebook fans, which is not related to monetization," she said.

Coach is an emotional brand.

Mothers pass their products on to their daughters.

People like brands like us want to talk about it.

It created a community.

It generates love and conversation.

Whether in stores or in iPad, Coach needs to follow its customers.

Carle said: "moving the road of our customers, this is where our customers are going to lead us."

Prior to the birth of the world wide web, Coach developed its e-commerce with the help of the development plan of the customer database. 3/4 of the sales customers are in their list.

It also achieved sales results online, including every baby bag, and Carle said the result was "beyond expectations".