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Products Suitable for Ecommerce： A Proposed Model for Click and Bricks Companies

Management Studies 2017年第3期5卷 205-211页

作者： andrea payaro Anna Rita Papa P&P Consulting & Service srl Padua Italy

The Internet has become a means for socialising, shopping, and keeping informed. The true potential of the net is yet to be explored, given the many new electronic devices that can now access it. Online shopping is growing exponentially. Nevertheless, some products are easy to sell online, while others are still better to be sold at the local store. This paper aims to present a model that identifies the attributes that can improve the marketability of product by lnternet： brand, ＂touch and feel＂, scarcity, price, and cost of returns. The model is being tested in 14 bricks and clicks retailers. Interviews with top management evaluate the validity of the attributes considered. All interviewed persons consider all of these attributes like a valid tool to select which products they can sell by Internet. The positive effects are the reduction of unsold goods, the increasing of visited pages in the web site, the reduction of costs due to returns, the increasing of income, and the rationalization of the offer. The information could help retailers adapt their strategies to fit customer＇s needs and attract and retain customers. From the marketing point of view, the knowledge from this study could help to create marketing strategies tailored to respond to online consumer＇s specific requirements and needs.

关键词： e-commerce attributes click and brick

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Online Grocery Brick and Mortar *** of the Art in Italy,But Is It a Profitable Strategy?

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Management Studies 2021年第1期9卷 14-23页

作者： andrea payaro Anna Rita Papa P&P Consulting&Service srl PaduaItaly

In contemporary entrepreneurial environment based on customer retention,the growth of the Internet has pushed the most dynamic businesses to compete in the electronic *** recent evolvement of the Internet as a new major distribution channel has obtained much attention,as the online channel calls the viability of traditional stationary retailing into ***,since innovation is a key factor in the Digital Age,the presence in the digital marketplace is essential for retailers,also in the food *** paper aims to analyze the online commerce for food groceries and compare the evolution from 2017 to *** sample represents the 99%of Italian brands of brick and mortar supermarkets and *** first study was conducted in 2017,after two years the paper has analyzed the same sample and reported how many groceries retailers have adopted the online *** the visit of every Internet site and some interviews to managers,this paper proposes the reasons why only a limited number of grocery brands sell food over ***,this paper calculates the cost(in Italy)to prepare the expense and satisfy the order of a *** of goods(freshness,perishability,cold chain warranty,etc.),expensive operations needed to prepare the delivery,the cost of delivery,and difficult reverse logistics are the main causes of low adoption of *** groceries retailers are concentrated around big cities in particular in the north Italy(Milan,Turin,Genoa,etc.).Expense is prepared inside the retail by the *** shops use the drive-in model and only a limited number of cases deliver to *** few cases of food e-commerce offer the delivery only in a limited area of big *** the end,this paper demonstrates the logistics cost(picking,packing and transport)in Italy is higher than the price of the service and this strategy isn’t profitable for companies.

关键词： ecommerce grocery food brick and mortar retailer

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