New Online Retailing Innovation and Transformation
The authors describe in detail what makes today’s online retailing different and provide eight central success factors for the new generation of Internet sales. Based on internationally recognized best practices, it becomes obvious what makes online retai
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Gerrit Heinemann Christoph Schwarzl
New Online Retailing Innovation and Transformation
Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de.
Gerrit Heinemann is Professor of business, management and trade at the Niederrhein University of Applied Sciences, Mönchengladbach, Germany, and member of the board of buch.de internetstores AG. Christoph Schwarzl is Managing Director and Retail Industry Principal at Accenture, Düsseldorf, Germany.
1st Edition 2010 All rights reserved © Gabler | GWV Fachverlage GmbH, Wiesbaden 2010 Editorial Office: Barbara Roscher | Renate Schilling Gabler is part of the specialist publishing group Springer Science+Business Media. www.gabler.de No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the copyright holder. Registered and/or industrial names, trade names, trade descriptions etc. cited in this publica-tion are part of the law for trade-mark protection and may not be used free in any form or by any means even if this is not specifically marked. Cover design: KünkelLopka Medienentwicklung, Heidelberg Printing and binding: Krips b.v., Meppel Printed on acid-free paper Printed in the Netherlands ISBN 978-3-8349-2323-3
Thisbookisdedicatedtoourfamilies, withoutwhosesupport,dedicationandlove wewouldneverhavebeenabletowriteit. V
Foreword
All estimates indicate that the Internet boom will continue in the coming years and thatbrickandmortarretailersinparticularcanprofitfromthisboom.Tenyearsago, scholars and practitioners assumed only certain types of products, such as books or software, would sell well. The development of online retail has taught us something very different, however: Every product category can be sold online, and the more unwieldytheproductsandthemoreconsultationsupporttheyrequire,themoresuc cessfultheyareontheWeb. Theneedforcurrentinformationaboutonlineretailisquitehigh.Yetthenumberof actualresourcesprovidinginformationaboutthesenewWebdevelopmentsislimited, andmanysourcesareoutofdate,giventhedynamicnatureoftheInternet. TheGermaneditionofthisworkresonatedequallywellwithbothscholarsandpracti tioners.InthefollowingEnglishedition,thebasicfiguresusedhavebeenupdatedand international bestpractice cases were added. Furthermore, in the second chapter, specialconsiderationwasgiventotheaspectsofinnovationandtransformation. Inconclusion,wewouldliketopointoutthatitwasofcriticalconcernforustopro videabridgebetweentheorya
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