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Navigating Multi-Channel Commerce: Strategies and Insights from ING Direct

This analysis explores the dynamics of single and multi-channel firms, with a case study on ING Direct's successful online retail strategies. Key issues covered include the classification of online retail efforts, the impact of 'bad' customers on service efficiency, and effective channel rerouting techniques. Insights into understanding channel economics and creating incentives for customers to choose the right service channel are discussed. The importance of communication strategies for internal and external stakeholders is emphasized, offering valuable lessons for competing in a multi-channel environment.

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Navigating Multi-Channel Commerce: Strategies and Insights from ING Direct

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Presentation Transcript

  1. MD253/MK252Electronic Commerce Feb. 8, 2006 Single & Multi-Channel firms

  2. Issues Covered • Single Channel Case Study • ING Direct • Classifying Online Retail Efforts • Characteristics & reason for focus • Efficiency Machines • Niche Players • Traffic Drivers • Triple Plays • Success in a multi-channel environment • “Right Channeling” / “Re-Routing” • Success factors & technologies

  3. Fire Bad Customers! If someone has a lot of demands we'll say "This is not the right thing for you. You need to go back to your community bank, which will gladly charge you for the service you want." Arkadi KulhmannCEO ING Direct USA A ‘bad’ customers might • Call customer service too often • Ask for paper copies of statements • Demand special treatment b/c they have high account balances

  4. Mitigating Risk in ‘Re-Routing’ • Understand channel economics • ‘true cost’ beyond raw margins: loyalty, frequency, acquisition costs, freight, returns, service • Incentives to guide customers to the right channel • “carrots & sticks” • Provide a safety net • Communication program • for internal & external constituencies

  5. True Cross-Channel Design Customer clicks “Save Application” from any application page Banker in store retrieves all saved application data and can Complete the application. Source: Watson, Latinbanking.com

  6. Rightchanneling Messages & Results

  7. Messaging & alerts

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