Advice for CEOs

In my last article, I explained how the issue of “channel conflict” has evolved into the goal of “channel integration” as retailers scramble to serve customers consistently across stores, online sites and mobile devices. I said that retailers must embrace fundamental changes in consumer behavior or risk obsolescence. I would like to conclude this series of articles by outlining a framework for “pure play” ecommerce companies to create defensible strategies for growth.

In my last article, I discussed several emerging online business models that are disrupting the traditional supply chain. These models point to a world in which the consumer is in charge and the entire supply chain must adapt to this new reality. In this article, I’ll tackle the topic of channel integration and the critical importance of providing a consistent customer experience across all touch points.

In my last article in this series about ecommerce, I discussed some of the key online trends that you should take into consideration as you invest in ecommerce systems. I said that you not only need to understand changing consumer behavior, but you must align your technology with marketplace demands. I will now explore a few of the emerging business models that are disrupting traditional supply chains.

In my last article in this series, I pointed to ecommerce’s exponential growth rate and outlined some of the key drivers of this growth as retailers and other businesses continue to align their capabilities with marketplace demand. I would now like to address six key online trends that you should take into consideration as you invest in ecommerce systems.

In my last article in this series, I outlined four frameworks you should use to maximize your ecommerce presence. These include: making your site “sticky” with user-sourced content; executing well on customer service; security and other business fundamentals. Finally, brand-appropriate design and well-structured navigation are the key merchandising ingredients to create a compelling online shopping experience. While these frameworks might be considered somewhat rudimentary by e-commerce veterans, they remain fundamental to any ecommerce strategy.