124 Questions
______ Institute for Information Systems
Liza
______ EMB
MSc BIS
______ Commerce and Online Direct Sales
Multichannel
______, D., Evanschitzky, H.
Ahlert
______, S.; Peters, K.
Albers
______, J., Steenburgh, T.J., Deighton, J., Caravella, M.
Avery
______, Michael; Beilharz, Felix
Bernecker
______, T.
Boersma
______, P.
Bower
______, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J., Hsieh, J.-K.
Chiu
Learning Objectives: You … Know the forms, challenges and measures of ________
cross-channel or multichannel commerce
Recognise the role, power and significance of digital platforms in ________
e-commerce and m-commerce
See the challenges of direct to consumer (D2C) e-commerce (online direct sales) and can select appropriate strategies for ________
brand manufacturers
(2004), Emrich (2011), ______ (2013)
Heinemann
______ et al. (2006), Heinemann (2011). Grimm/Röhricht (2003)
Müller-Lankenau
Under which conditions can ______ or cross-channel concepts be successful.
multichannel
Example: ______ (IT and Consumer Electronics)
Digitec
Digital platforms offer professional and well developed services to ______ as well as to users or customers.
sellers
An own online shop is not necessary -> lower upfront investment, no further ______.
development
Digital platforms can achieve high market power and a dominant position in the market with corresponding negative ______.
consequences
Customer data often stay in the hands of the ______. This prevents sellers from being able to build own relationships with customers.
platforms
Higher market coverage
Increased customer satisfaction by choosing the preferred channel
Skipping of intermediaries
Direct contact with the customer
Establishing and maintaining our own direct customer relationships with end customers
Possibility to determine the scope of the assortment sold
There is a Need for more Engagement of the Brand Manufacturers
Consumers want direct contact with “their” brand
______ (IT and Consumer Electronics)
Liza
______ (2013)
Ahlert
______ (2006), Heinemann (2011). Grimm/Röhricht (2003)
Bernecker
______ cross-channel commerce concepts are most likely to be realized by supra-regional retailers with capacity for investment.
The sum of the requirements suggests that
______ Commerce or Selling via Digital Platforms
Distributed
Examples for online marketplaces used by business suppliers: – Horizontals – eBay, Amazon, Ricardo, Taobao, Zalando (with transaction support) – Anibis (Scout24, incl. white label solution), tutti.ch (classifieds) – stores.ebay.ch, 3rd party shops on Amazon – Verticals – AutoScout24, mobile.de, ImmoScout24, homegate.ch (classifieds) – booking.com, ______, HRS (with transaction support) – GetYourGuide, viator
priceline.com
Multichannel Distribution with an Online ______
Marketplace
If your business is a ______, define your role in the value chain and think about cooperating with brand manufacturers who sell directly to consumers
merchant
Develop a ______ strategy and select the distribution and communication channels you want to use to market your products
multichannel
Think of measures you want to take in order to provide services for the ______ manufacturers, if your business is a merchant
brand
Decide which ______ strategy would be the most suitable for your business and your target group, if your business is a brand manufacturer
D2C
Multichannel Setting
Digitalisation
Webroomers
ROPO
Sellers usually have no influence – on the design and further development of the platform – on the politics and strategies of the platform – on costs Institute for Information Systems – MSc BIS EMB – Multichannel Commerce and Online Direct Sales 10.05.2023 Source: Wölfle/Leimstoll (2018) In any case, there is a shift of power from sellers to platforms and thus, sellers face a loss of control and value capturing. 30 Options for Sellers ______ you can’t beat them, join them.
If
Giving general advice is not possible. Supplies of standard products and commodities only have a chance, if they focus on ______.
price
A differentiation of the offerings can take place via individual product characteristics (unique selling proposition), long-tail products, strong brand, local product characteristics or local services. Offer differentiation: selling only selected products on platforms and other products in ______ shop.
own
Specialized resources and functions, which are needed in the relationship with consumers (e.g., distribution, logistics, communication), are often not available. Conflicts between the goals of presenting products and selling products ______.
arise
Ikea and H&M are examples of _______ retailers.
offline
Companies who pushed ecommerce only half-heartedly lose significant market _______.
share
With the development of e-commerce, the _______ channel gains in importance in the strategies of the retailers.
online
Strategies, which protect physical channels in order to avoid cannibalizing, have no good prospects of becoming _______.
successful
Which of the following best describes multichannel commerce?
The distribution of products via different channels that are coordinated and connected
What is the significance of digital platforms in e-commerce and m-commerce?
They have a significant role and power in e-commerce and m-commerce
What is the main focus of direct-to-consumer (D2C) e-commerce?
Selling products exclusively through online platforms
Which term is used to describe a customer behavior where they use different channels at the same time, such as using a smartphone in a store?
Omnichannel perspective
What is the goal of implementing a cross-channel strategy?
To achieve synergies between channels
Which strategy focuses on one channel (either online or offline) while the other channel has only a supporting role?
Single channel strategy
Which type of retailers are most likely to realize cross-channel commerce concepts successfully?
Supra-regional retailers
Which one of these is a challenge of cross-channel commerce concepts?
Lack of physical store density
What type of retailers are most likely to realize cross-channel commerce concepts?
Supra-regional retailers
What are examples of online marketplaces used by business suppliers?
eBay and Amazon
What is the shift of power in the relationship between sellers and platforms?
From sellers to platforms
What is the goal of connected channels in multichannel commerce?
To improve customer experience
What are the central advantages of cross-channel concepts?
All of the above
What happens to companies who only half-heartedly push ecommerce?
They lose significant market share
What is a challenge for traditional offline retailers transitioning to e-commerce?
Building a new business
Which of the following is NOT a challenge in a multichannel setting?
Fragmented purchasing process
What is the main reason for channel conflicts and cannibalization effects?
Different cost and revenue structures online and offline
What is the term used for consumers who research online and purchase offline?
Webroomers
According to the Global Mobile Consumer Survey 2018, what is the preferred device for most activities?
Smartphone
Which of the following is NOT a characteristic of digital platforms?
They are visited only in shopping contexts
Which of the following is an advantage for sellers in distributed selling?
They can benefit from standard functions provided by the platform
Which of the following is a critical aspect of distributed selling?
Customer data often stay in the hands of the platforms
Which of the following is NOT a challenge of direct-to-consumer (D2C) e-commerce?
Selecting appropriate strategies for higher market coverage
Which of the following is NOT a factor for successful multi-channel management?
Cross-channel free-riding behavior
What is the main focus of direct-to-consumer (D2C) e-commerce?
Establishing and maintaining direct customer relationships
Which of the following is NOT an example of an online marketplace used by business suppliers?
Booking.com
Which of the following is NOT a recommended measure to avoid overstock on the side of trading partners?
Retraction of products which cannot be sold
What is one of the challenges of direct-to-consumer (D2C) e-commerce?
Limited opportunities for differentiation
Which of the following is NOT a potential distribution channel for a multichannel strategy?
Wholesale and retail
Which of the following is a challenge faced by sellers in online direct sales?
Limited access to customer data
What is one of the key shifts of power in the context of digital platforms?
From sellers to platforms
What is one way sellers can differentiate their offerings on platforms?
Providing local services
What is a potential consequence of the shift of power from sellers to platforms in online direct sales?
Loss of control and value capturing for sellers
What is one reason why specialized B2C online-distribution know-how is often missing in online direct sales?
Limited resources and functions
Which of the following is NOT a benefit for brand manufacturers in establishing their own direct customer relationships with end customers?
Coordination of one-2-one contacts with marketing measures
What is one of the reasons why classic trade is losing significance for brand manufacturers?
Classic trade cannot integrate assortment growth
What is one of the functions that brands can perform better and cheaper than retailers?
Determining the scope of the assortment sold
Which strategy for direct-to-consumer (D2C) sales involves establishing online direct sales as a separate business unit to avoid channel conflicts?
Pure Online Direct Sales Strategy
Which of the following is a characteristic of multichannel commerce?
Coordinated and connected distribution channels
What is the role of digital platforms in e-commerce and m-commerce?
To offer professional and well-developed services to users or customers
What is one of the challenges of direct-to-consumer (D2C) e-commerce?
Dependence on intermediaries
What is the term used to describe the connections and interdependencies between different channels in cross-channel commerce?
Integration strategy
Which of the following is NOT a characteristic of a single channel strategy in retail?
Avoiding channel conflicts
What is the term used for a certain customer behavior where customers use different channels simultaneously?
Omnichannel perspective
Which of the following is NOT a multichannel strategy in retail?
Single channel strategy
Which of the following is a challenge in a multichannel setting?
Fragmented purchasing process
What is the main reason for channel conflicts or problems in a multichannel setting?
Cost and revenue structures online and offline
What is the purchasing behavior called when consumers research online and purchase offline?
Webrooming
What is the preferred device for most smartphone users?
Smartphone
Which channel provides value for customers by allowing them to determine the collecting time, avoid delivery and payment costs, and have a comfortable return of goods?
Click & Collect
What is the goal of connected channels in multichannel concepts?
To improve customer experience
Which type of retailers have no good prospects of becoming successful if they protect physical channels?
Traditional offline retailers
What is a central advantage of cross-channel concepts for customers?
Channel diversity
Which of the following is a key challenge faced by sellers in online direct sales?
Lack of control over the design and development of the platform
What is one of the main advantages of cross-channel concepts?
Increased market coverage
What is the preferred device for most activities, according to the Global Mobile Consumer Survey 2018?
Smartphones
What is one reason why specialized B2C online-distribution know-how is often missing in online direct sales?
Lack of country- or segment-specific knowledge
Which of the following is a characteristic of digital platforms?
They offer well-developed services to sellers and customers
What is a potential consequence of the shift of power from sellers to platforms in online direct sales?
Platforms can achieve high market power and dominance
Which of the following is NOT a challenge in a multichannel setting?
Maintaining direct customer relationships
Which of the following is a critical aspect of distributed selling?
Sellers pay commission fees to the platform
Which of the following is a challenge of implementing cross-channel commerce concepts?
Lack of physical store density
Which of the following is NOT an example of an online marketplace used by business suppliers?
Lego Markenwelt
What is one effect of marketplaces in the context of multichannel commerce?
Disintermediation and reintermediation
Which type of retailers are most likely to realize cross-channel commerce concepts?
Supra-regional retailers with capacity for investment
Which of the following is a key factor for successful multi-channel management?
Web-excellence
What is the focus of the book 'Social Media Marketing: Strategien, Tipps und Tricks für die Praxis'?
Social media marketing
What is the main advantage of implementing a cross-channel strategy?
Higher market coverage
Which of the following is NOT a recommended measure to avoid overstock on the side of trading partners?
Retraction of products which cannot be sold
What is the main focus of direct-to-consumer (D2C) e-commerce?
Selling products directly to consumers
Which of the following is NOT an example of an online marketplace used by business suppliers?
AutoScout24
What is the preferred device for most activities according to the Global Mobile Consumer Survey 2018?
Smartphone
Which of the following is NOT a motivation for brand manufacturers to establish their own direct customer relationships with end customers?
Coordination of one-2-one contacts with marketing measures
What is a potential consequence of classic trade losing significance in the context of brand manufacturers?
Increased reach for brands
What is one of the strategies for direct-to-consumer (D2C) sales of brand manufacturers mentioned in the text?
Pure online direct sales strategy
What is one of the functions that retailers must fulfill on behalf of the brand in the context of brand manufacturers?
Attracting attention to the brand in its customer segment
Test your knowledge on cooperation with trading partners and platform strategies in the world of e-commerce. This quiz covers topics such as sales via online pure-players, electronic marketplaces, search engines, and more. Perfect for students studying information systems or anyone interested in multichannel business strategies.
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