Study: Back to Basics for UK E-Tailers

Share this article:
British e-tailers faced harsh criticism for replicating the offline "one-stop shop" in a study released last month by Forrester Research, Cambridge, MA.


"Merchants are making a mistake in rapidly expanding their net ranges," said Mike Honor, the Forrester analyst who conducted the research. "They believe an absence of online space constraints lets them replicate the offline concepts of destination stores and category killers.


"This belief ignores the fact that large assortments in one place are less attractive online than off. The concept of a one-stop shop is rooted in the offline world but the Web is poor for browsing masses of products."


Web merchants, Honor said, have to get back to retail basics, and that includes building sites that are easy for shoppers to navigate and facilitate direct exchange of information.


Another survey of the British online market indicated that banner advertising as a customer acquisition tool has lost favor among British companies, with only 3 percent thinking it was the most effective method available. Those surveyed also did not like sponsorships of third-party sites.


The survey of 400 British marketers by NewWorldCommerce, a Dublin-based Internet marketing and management company, and the business publication Marketing Week, also found that almost two-thirds of their companies have an "e-marketing strategy in place."


E-mail marketing is growing rapidly among British firms, with 73 percent of those surveyed saying they include e-mail in their marketing mix. Fifty-eight percent intend to expand their use of e-mail.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.