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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Products Suitable for Ecommerce: A Proposed Model for Click and Bricks Companies
Author(s)
Andrea Payaro, Anna Rita Papa
Full-Text PDF
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DOI:10.17265/2328-2185/2017.03.005
Affiliation(s)
P&P Consulting & Service srl, Padua, Italy
ABSTRACT
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 Internet: 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.
KEYWORDS
e-commerce, attributes, click and brick
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