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  3. E-Commerce The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the

E-Commerce The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the

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问题 E-Commerce
The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the Internet. You are members of a group, which has been asked to consider the proposal.
Discuss, and decide together:
What benefits might there be for the company in using the Internet?
   What resources would be required to implement the plan?  
选项
答案Suggested discussion: Candidate A: Using the Internet will benefit the company obviously. As we all know, online shopping is quick and crowd-free. More and more consumers have come to like online shopping, because they find it very helpful. They can save money, time, energy and stress. Nobody really wants to spend three hours of a precious weekend on his / her local high street looking for a book that’s sold out, or a CD that’s not stocked by the chains. Candidate B: Think of the time wasted and sheer misery generated each Christmas by high street shopping: 20 millions people took the easy way our last year and shopped online, a 56 per cent increase in 2004. Further-more, US online retail sales are on track to be worth at least $80 billion this year, up from 60 billion last year. E-commerce benefits both customers and companies. However, there are still a great number of consumers being stopped from using online-shopping. Why? Can you give the reasons for that? Candidate A: Sure. We’ll have to figure out what’s stopping consumers from joining tile online retail revolution. Many people, reasonably, are wary of online security. It seems so risky, just tapping your credit card details into a computer, pressing button and sending them into the other. We should be aware of their fears and should invest considerable amount in security. Candidate B: You’re right! Be thankful, then, that our company as well as other online retailers are aware of customers’ fears and have invested heavily in security. We should have skilled professionals to operate the online business. We must let consumers know that using credit card online is now safer than using it in the real word—certainly safer than faxing their details to an unknown recipient. Candidate A: Some people have encountered faulty goods or poor service. So they are cautious about online shopping. We must offer good customer service and high quality goods. We must dispel people’s misgivings and doubt about online shopping. We must demonstrate ourselves that we the online traders are extra keen to offer impeccable service. Candidate B: I agree with you. Only first-rate and non-hassle service will convince online shoppers that they are doing the right thing. If some people are now feeling slightly less uneasy about online shopping, what can we do about it? Candidate A: Good question. I think, we should persuade them to try something small at first, such as a book, DVD or CD, to build confidence. We can give them somewhat discount. We must offer them excellent service and great prices. We can also provide customers with new and used products. We can give customers necessary guidelines. They may find this especially handy when looking for deleted CDs or out-of-print books. Candidate B: Good idea! And we should also try to mm our company into a one-stop-shop for the home as we also sell video games and domestic appliances, with flee delivery on orders of more than $30. Once comfortable with our first online business, they can branch out. If some consumers still feel nervous then let them stick initially to well-known brand names with an online presence, even if they don’t have the most competitive prices. Thereafter they will have nothing to fear.
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