LETTER: Clarifying DotJunction's Business PlanThis is in response to the article "DotJunction to Bring Sites to a Mall Near You" and the editorial in the Sept. 4 issue (www.dmnews.com/articles/2000-08-28/10258.html , http://www.dmnews.com/articles/2000-09-04/10289.html).
As a co-founder of DotJunction Inc., I appreciate the positive response we have received from readers. However, there are points I would like to clarify.
The goal of our eMarketing Infrastructure Unit is to provide all the benefits of a physical presence for companies that wish to extend their brand to high-traffic shopping centers. DotJunction is not interested in changing consumer behavior. We anticipate that no more than 15 percent of the transactions will be done from within our physical store. Our goal is to extend the branding efforts of online businesses into a venue in which they do not currently have visibility and to empower the consumer to shop from home or work with our partners. The consumer gets all the traditional retail services DotJunction provides: returns, exchanges, promotions, etc.
The final point I would like to clarify is the type of businesses represented in our eMarketing Infrastructure Unit. Catalogers are the least likely to benefit from our business model. They understand direct marketing. The companies struggling with how to build their Internet channel are the pure plays, bricks-and-mortar retailers and manufacturers.