The Next Wave of E-CommerceBlueport.com

E-commerce 1.0 = E-commerce Rules!:  Inhabitants of E-commerce Island often focus solely on one metric - online sales - to the point of becoming competitive with the “rest” of the multichannel retail operation.   Internal competition may work for first wave markets where multichannel upside is limited, but this strategy hamstrings big ticket ecommerce efforts.

Big Ticket E-commerce = Multichannel Impact:  Take a more holistic view of the potential the e-commerce channel has for your retail chain.  Set multichannel key performance indicators (KPIs) and track interactions across every channel.  It’s every bit as big a win for your big ticket e-commerce efforts when a customer sees your TV ad, goes to your website and is convinced to buy in your bricks and mortar store as when someone clicks “Place Order” online.   It takes additional coordination to drive multi channel results, but in big ticket categories they represent the majority of your upside.  Recognize this, and measure and reward a holistic set of metrics.