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Adding Bricks to Clicks: will it work?

Created by : Christian Anews, Product/Brand Manager, Videocon Inds  | 12 17 2008 10:02:01 +0000
Industry : Consumer DurablesFunctional Area : Strategy Execution(Strategy & Execution)
Activity:  309 views;  last activity : 07 06 2010 20:18:09 +0000
As there is more increase of online marketing and sales, people are evolving many of them are inclining towards E-tailing where consumers are buying stuff through internet or going to a particular website and shopping there, but then what happens when the same online company comes out with a normal physical store(bricks), will it work out or what will be the effects?? your views on this..

  
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According to me Adding bricks to clicks will work as a physical retail store to the existing direct sales channels like online and E-tailing increases the firm sales in the longer run, as sales from the new store will be incremental to sales from direct channels..
By Christian Anews, Product/Brand Manager, Videocon Inds  12 17 2008 10:05:06 +0000
 
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I think adding bricks to e-tailing will give a better chance to customer in understanding us as the retailer. At the same time customer can try and test our sample products in the store which gives him a better idea on what he is going to get. And because we have physical presence, it increases the confidence in purchasing more with out any hesitations.

 

But before starting to add any physics  we need to study economics better. The main advantage of being in e-tailing is in the fact that our operational expense are very less as we don’t have any physical presence. No need to pay rents, salesmen salaries etc. Because of all this we will be able to give better deals, but if we also join the others by adding stores we may have to loose our usp of offering better prices. We need to do a proper study prior to laying the foundation.

 -Kiran
By Kiran Kumar Koti, Merchandising Operations Manager, Zero Stock Retail Pvt. Ltd  | 08 18 2009 18:33:44 +0000
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I don't think that will be a "Great" decision for the company. People prefer online buying because they don't want to physically go and buy in some malls. In other words they feel a bit lazy. If the online shop opens a physical mall, for a few days, people may go for curisity sake. But it won't last for long since there are already lot of competitors for that mall in the market and for customers, there is no difference between that mall and some other malls.
By Ajit Khan, Sales/BD Manager, Future Group  | 08 19 2009 09:32:19 +0000
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No when a online company is doing well with that format it should stick to its guns, why try out of the box just to make profits, it is not sure that the online successfull company will succeed in the normal physical store, which needs more money in investment and staff and space to look for and when you are doing it for free in online with less number of staff and space..So adding bricks to clicks will not work..
By Rishi Khanna, Product/Brand Manager, Mirc Electronics  | 12 17 2008 13:32:04 +0000
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