Capitalize On The Technology Tools For E-Retailing
Source: Innovative Retail Technologies
Solutions abound that allow brick-and-mortar retailers
to move into the online retailing space.
Integrated Solutions For Retailers, January 2000
Obstacles To E-Retailing
What is preventing the remaining 24% of retailers from selling online? According to the survey, retailers contend with a number of obstacles, including:
- the state of security/encryption and electronic commerce technology
- lack of technology infrastructure
- insufficient resources (e.g. money and people) for Web site development
- integration with existing business processes.
Technology And Services To Put Retailers Online
A number of technologies and services are available to help launch an e-retailing site. Many of these solutions were displayed at the NRF.com Conference & Expo, Sept. 26-29, 1999, in Philadelphia. Here are just a few of the solutions available to retailers
- E-commerce solutions for the enterprise – Many retail enterprise software providers have developed an e-commerce module for their products. Take GERS Retail Systems (San Diego) and Pandesic (Sunnyvale, CA), for example. [Editor's Note: Pandesic's e-commerce software is built from the SAP R/3 enterprise software. Pandesic is a joint venture for Intel and SAP.] GERS and Pandesic offer e-commerce solutions to handle everything from front end Web site development to back end supply chain automation.
- E-commerce solutions – Beyond enterprise software providers, few companies have introduced stand-alone e-commerce products and services. SubmitOrder.com (Columbus, OH) is one example. SubmitOrder.com provides e-fulfillment services ranging from technology integration to supply chain consulting.
- Web site hosting – There are two primary advantages to a retailer's outsourcing its e-commerce site to a host company. First, the retailer does not need to maintain the hardware in-house to support the e-commerce site. Second, the host company typically has the infrastructure to expand a site's bandwidth to handle additional traffic without a site crash.
- E-commerce merchandising – Retailers have learned that presentation, placement, and pricing of products are important sales tools in brick-and-mortar stores. Software products have been introduced to apply the same merchandising magic to the Web. Take BrightInfo (Mountain View, CA), for example. BrightInfo (www.brightinfo.com) provides e-merchandise management, online branding, and personalization for e-retailing sites. With the help of technology companies, retailers are launching e-retailing sites with little effort — other than signing a check. By all accounts, retailers' investments in e-retailing may pay off. Forrester Research predicts that consumer online shopping will be a $41 billion business by 2002.
Questions about this article? E-mail the author at shannonl@corrypub.com.
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