the online perfume industry n.
Skip this Video
Loading SlideShow in 5 Seconds..
The Online Perfume Industry PowerPoint Presentation
Download Presentation
The Online Perfume Industry

The Online Perfume Industry

167 Vues Download Presentation
Télécharger la présentation

The Online Perfume Industry

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. The Online Perfume Industry Chris Butsko Srinath Nagarajan Yuenman (Priscilla) Pang

  2. Major Players in Online Perfume Industry • FragranceNet • LaParfumerie • Perfumania • MyPerfume • Fascination Perfumery • LoveMart • The Fragrance Counter •

  3. A Sample Front Page

  4. Basics • Consumers do not need to sign up online with perfume company • Can shop anytime anywhere where they have access to web interface • Go to the web site, select perfumes (or other products if provided), pay using credits cards (some sites also accept checks and money order), and arrange for shipping

  5. A Sample Signup Page

  6. A Sample Perfume Store

  7. Online Perfume Industry • Who are the customers? • “Over the past ten years, Perfumania, Inc. focused on developing a chain of discount retail fragrance stores to meet the needs of today’s fashion-conscious, value-oriented consumers.” (Source: Perfumania)

  8. Online Perfume Industry • Who are the customers? • International customers => FragranceNet offers shipping worldwide

  9. Online Perfume Industry • How do they attract customers? • Affiliation Program (FragranceNet, LaParfumerie) • Great Discounts (All) • Low price guarantee, beat competitor’s price by 5% (FragranceNet) • Free Shipping and worldwide (FragranceNet) • Free wrapping (FragranceNet, LaParfumerie) • Gift with every order (FragranceNet) • Personalized service (FragranceNet, Perfumania) • Also provide complementary products like, cosmetics, hair/body care, accessories, Lingerie, etc. (LaParfumerie, Lovemart) • Word of mouth (all) • Media Advertising (all) • Direct mail (FragranceNet, LaParfumerie, Perfumania)

  10. Online Perfume Industry • What types of value-added do the firms provide? • Advanced Search Criteria • Special methods for you to explore collections of fragrances and find the ideal one. • Search by brand to browse hundreds of fragrances for both men and women • Search by fragrance family for descriptive characteristics such as aromatic, fresh, floral and oriental • Search by interesting ideas, such as unique bottles, teens, classics etc. • Inform, Educate and Entertain • Magazine – Ex. JASMIN Magazine • Search criteria like “fragrance family” help educate users about fragrances

  11. Online Perfume Industry • What types of value-added do the firms provide? • REMINDER Services • Ex. In, members of a club get email notifications of birthdays, anniversaries and other important dates • Higher Buyer-Seller Interaction • Ex. In, customers can speak to a fragrance specialist via e-mail or a toll free number • Address Net-Buyer Concerns • High security. Ex. Billing Address must match credit card address for the card to get accepted

  12. Online Perfume Industry • How do they get potential customers to try the products? • Experience good • Price Guarantee • Ex. guarantees that it will beat any competitors price by 5%! • Offer promotions/guarantees to bring in potential customers • Free US shipping and handling (FragranceNet) • Free gift wrapping (FragranceNet, LaParfumerie) • Free gift with each order (FragranceNet, PerfumeShop) • Guarantee to beat any competitor’s price by 5% (FragranceNet)

  13. Online Perfume Industry • How do they get potential customers to try the products? • Free samples • – only with registration • Strategic alliances to distribute samples to customers of • Vendors of related or other goods • Ex. Online book stores, drug stores etc. • Service providers • Ex. Email providers, ISP’s, Online Communities

  14. Online Perfume Industry • Turning one-shot customers into repeat customers • Personalized services (increases switching costs) • FragranceNet offers a “Reminder Club” in which a consumer enters personally important dates (birthdays, anniversaries, holidays), and receives an email from the company as a reminder of an upcoming date • Perfumania offers fragrance consultants to provide customers with personalized service and expert advice • Offering complementary products • Perfume Center offers a link to, where hand crafted goods may be purchased • Perfumania offers bath/body products, aromatherapy products, and an electronic greeting card service at its web site • Excellent customer service • Variety of companies offer an 800 number to talk to fragrance specialist if cannot locate a scent • Also provides a store locator to find out where stores are for customer to buy a certain perfume