Home   Internet Marketing                                      Ward Hanson   Stanford GSB

Hybrid Online Sales 

Learning Objectives

Mixing Online and Offline

Shopping Aesthetics

Interactive Organizations

Always Low Prices!

Special Guest:  Jason Pressman, Walmart.com  

 

 

 

 

 

 
 
Readings & Tasks
Gulati & Garino
Underhill
 

Example Sites:
Traditional Luxury Retailers
Nieman Marcus
Saks Fifth Avenue
Sephora

Consumer Electronics
Circuit City
Best Buy
Good Guys

 
Newstand
___/04-28-03\___ "Online Grocer Undercuts Brick and Mortar Stores"   Using online ordering for perishable groceries.  Globe and Mail 
___/04-09-03\___ Williams-Sonoma Rev's Web,   Some traditional retailers are finding the Web may be their best channel.  SF Business Times.

 

 It has been said that if you showed Henry Ford a modern day automobile he would be impressed, but quite comfortable, with the basics of transmission, engine, and other current  auto design features.  But what would confuse and amaze him is the culture and society that has grown up around the car:  suburbia, interstate highways, and yes, McDonalds.  

The same is probably true of the Net.  How will companies adapt to true, hybrid sales systems?    What are the longer term impacts?

  

  The First McDonalds':  1948

 The Sensual Shopper:  Learning from traditional retailing

             

- Envirosell.com

One of the challenges facing online marketers is to take the lessons of traditional retailers and internalize what hasn't changed.  While the DNI framework suggests many differences, research on and offline shows that many things stay the same.  Marketers must understand what works best online and what should be done using physical stores.