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 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.