A Case StudyHow a Retail Jewelry Store Learned to Compete in the E-Commerce Market Place 一家零售珠宝店如何学会在电子商务市场上竞争.pdfVIP

A Case Study: How a Retail Jewelry Store Learned to Compete in the E-Commerce Market Place William P. Cordeiro 4 1 0 2 y r a u n ABSTRACT. The Case Study describes how a retail jewelry store a J 8 adapted to a new e-commerce market place. Until the mid-1990s, their 0 9 marketing strategy included (1) a large dramatic sign visible from sur- 1 : rounding streets, (2) local print and radio advertising, (3) a sales staff that 4 0 t aggressively pushed the perceived value and emotional component of a ] jewelry, and (4) an after-sales follow-up program. Typical customers y t i were in the lower to middle socio-economic segment. s r e E-commerce created more knowledgeable customers who recognized v i n their buying alternatives. The Store reacted by developing several pro- U n prietary web sites, displaying products in the store “as seen on” the home o t shopping networks or on various web sites, and offering classes on how s A [ to become a more knowledgeable jewelry shopper. During the imple- y b mentation of the e-commerce changes, problems arose in two areas: d e project management issues (deadlines, staffing, testi