E-commerce 1.0 = Duplication: Stranded on E-commerce Island, e-commerce teams often build redundant staff, processes and infrastructure. Perhaps through lack of understanding of a chain’s existing processes or thinking they have a better way, they create new e-commerce processes and strategies for critical multichannel retail operations. For first wave categories, this may not be so bad – the processes are simple and the risk of customers seeing multichannel inconsistencies minimal. Capturing the potential of big ticket e-commerce, on the other hand, requires an integrated rather than duplicative approach.
Big Ticket E-commerce = Integration: Leverage existing people and their retail expertise wherever possible for your big ticket e-commerce strategy. Use the same data and processes as the rest of the retail chain, simplifying coordination. Once you’ve identified existing assets, then (and only then) evaluate and augment these assets, adding resources only as needed to fill e-commerce-specific gaps.
Copyright 2010, Official Blog of Blueport Commerce
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