tag:blogger.com,1999:blog-32202893.post8099184311087168811..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Bricks And Clicks And Multichannel ExperiencesUnknownnoreply@blogger.comBlogger5125tag:blogger.com,1999:blog-32202893.post-54754049101629987152009-04-22T06:34:00.000-07:002009-04-22T06:34:00.000-07:00Many thanks for covering these key topics. Unders...Many thanks for covering these key topics. Understanding your customers, and I mean really understanding your customers (not just how you think or want them to be) . . . is critical to the timing, level and sustainability of your success. Thanks again.Chris Hopfhttp://pricingwire.comnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-78644168861984724862009-04-14T20:34:00.000-07:002009-04-14T20:34:00.000-07:00Thanks for your response, "K". Boy oh boy, everyb...Thanks for your response, "K". Boy oh boy, everybody's mileage will vary ... your responses work for some, and don't for others. All good answers, however.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-82680216345942183082009-04-14T19:30:00.000-07:002009-04-14T19:30:00.000-07:00Great post, Kevin.
1. Yes--necessary for some as t...Great post, Kevin.<br />1. Yes--necessary for some as they are able to offer higher margin goods that with direct to consumer are not carried inventory. See this article... http://www.internetretailer.com/article.asp?id=26590 <br />2. As a consumer, I avoid sites that do that and similar tactics like removing items from your cart after only a few minutes.<br />3. Acceptable? Yes as there are tradeoffs--shipping vs sales tax,store vs web promotions, etc. But as in Best Buy's case, open to backlash if poorly presented. <br />4. Yes and expected. Think Hawaii, Alaska, California vs Iowa. But a portion of your savvy consumers will go to net.<br />5. N/A<br />6. Not my area of expertise but would J. Crew be one? Or is this a trick question and the answer Sears(from 19th century?)?<br />7. Back in early 19th century that was norm until Wannamakers offered just one price. Does your question imply we've come full circle?<br />8. Sarcasm duly noted. Next question...<br />9. Yes. Examples are Macys(net is now 4% of sales) and Penneys(8-9%) which is propping up those companies. Sears is trying now to catch up. On a related note--Macys net sales rose 29% to about $950million in 2008--while I am not privy to their numbers, that has to be equivalent to sales for their 40-50 worst performing stores. <br />10. N/A.<br /><br />Great questions! Discussions should be very interesting. Thank you.<br />KAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-68175687623882602872009-04-14T10:58:00.000-07:002009-04-14T10:58:00.000-07:00Multichannel stuff is a mystery. I generally feel...Multichannel stuff is a mystery. I generally feel that all situations are unique to each business within each industry. Best Practices and rules for how to do this stuff don't seem to be best applied with a broad brush.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-64111635703057054692009-04-14T07:55:00.000-07:002009-04-14T07:55:00.000-07:00Kevin,
Some fascinating questions to ponder here....Kevin,<br /><br />Some fascinating questions to ponder here. Some from a marketing perspective, but just as many from a consumer perspective. <br /><br />The law of supply and demand was partially behind the spike and decline in gas prices. The gas didn't suddenly become more expensive to produce and distribute, so oil companies made large profits and the public was displeased. Yet at the same time, airlines' overhead does not change dramatically depending on when a ticket is purchased, but people accept that the price goes up for some other reason as the travel data gets closer. Hmmm. Why do consumers accept this seemingly arbitrary gouging? <br /><br />Multi-channel pundits at one time claimed everything should priced the same regardless of channel. But we know which channels have higher fixed costs to cover. Should those who purchase online pay a lower price, a thank-you for helping to save costs? Or should online be the same (at least) to subsidize the retail channel? How about funneling the fixed cost savings of an online purchase into free shipping, so that the total price across channels, including taking possession of the item, comes out equal? What would that do the channel loyalty, and what are the impacts on justifying channel expansion at that point? <br /><br />I think companies have many good reasons to charge different prices (market will allow it, warehouse location, etc.), but the consumer perception may not understand these. That the airlines trained us to accept radical price differences for the same product is an accomplishment. <br /><br />Anyway, I'm firing up the grill because I sense you're going to make some steaks out of a few sacred (multichannel) cows today. Good stuff!<br /><br />JimAnonymousnoreply@blogger.com