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Understanding E-Commerce: Key Differences in Retail Strategies and Legal Frameworks

This presentation by Sylvain Sénécal at the Université de Montréal explores the unique aspects of e-commerce compared to traditional retail. It reviews strategies for attracting, converting, and retaining customers in online environments and highlights the differences in methods used for both offline and online communications. Key points include the personalization potential in e-commerce, the ability to track customer behavior through web analytics, and how these differences impact ROI measures for businesses. The analysis culminates in a discussion on the added value of e-commerce in relationship marketing.

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Understanding E-Commerce: Key Differences in Retail Strategies and Legal Frameworks

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Presentation Transcript

  1. Is e-Commerce different ? Commercer en ligne : Est-ce différent ? Sylvain Sénécal Is e-Commerce Law different ? Le droit du commerce électronique est-il différent ? 2 octobre 2008 Université de Montréal

  2. Introduction Objectives of retailers Attract visitors Any differences? Convert into customers Any differences? Retain customers Any differences? Conclusion Plan

  3. Offline methods Mass communication TV, radio, newspapers and magazines Personalized communication Direct marketing, sales force Online methods Mass communication Advertisement (targeted), spam, video, search engine Personalized communication Email, personalized website Attract

  4. Attract

  5. Attract

  6. Traceability of the visitor’s origin ROI measure per communication method Attract

  7. Offline Consumer is mostly anonymous at the store Presence of the salesforce (personalization potential) Online Possible personalization Of the website Of products and services Consumer is alone on the retailer’s website, but easily observable Log files: web analytics and clickstream Convert

  8. Convert

  9. Convert

  10. Web analytics

  11. Web analytics

  12. Clickstream Source: Montgomery et al. (2004)

  13. Personalization is possible Observation power ROI measure from the “Attract” step E.g., Conversion rate from a specific banner Convert

  14. Offline methods Mass communication TV, radio, newspapers and magazines Personalized communication Direct marketing, salesforce Online methods Mass communication Advertising, video, search engine Personalized communication Email, personalized website, rss feeds, virtual communities, social networking websites, blogs Retain

  15. Retain

  16. Retain

  17. Retain

  18. Retain

  19. Retain

  20. Retain • Ongoing dialogue is possible • Personalization is possible • ROI measure of activities • E.g., % of emails opened, click trough rate, conversion rate

  21. Conclusion • The added value of e-commerce • More precise ROI measures • Large scale personalization • Large scale relationship marketing

  22. Thank you! Merci! www.chairerbc.com

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