Initially founded as the Arpanet, for military purposes in 1969, for some time, the Internet was reserved for researchers and academics. It functions primarily through a computer network connecting millions of computers to access and share information.
Since the 1990s, the Internet has been playing an increasingly important role in the life of the French. A study by the TNS Sofres, revealed that an average of 40% of respondents relate to the Internet as "contacts", "information" and "communication". The most common actions on the Net today are research, consultation of bank accounts and reading emails. Internet is a tool with which everyone can relax, for example, one can listen to music, download a movie or play games as well. We will show in this paper that it is also a tool for communication and sales.
The users fall under the age group of 25-35 years and are composed of the higher social classes. These are the surfers who show the most interest, curiosity and enthusiasm for the Internet. About 30% of French households are connected to the Internet, and more than two thirds of Internet users have broadband access (Source: Médiamétrie-use Internet Monitor 2004). There are 24 million French Internet users and 47% of Internet users are women. However, women falling in the age group of 25-35 years are the heart of the French trade target as, in most cases; she changes to the act of purchase.
Online shopping is growing steadily and they now affect all socio-demographic categories. We are talking about the democratization of e-commerce, commonly known as "e-commerce." According to one study, the Internet is an essential tool in the preparation of purchases in France. Over 60% of the French claim to have consulted an e-commerce site before moving on to the act of purchase in stores. Some 82% of Internet users believe also important that a physical store is a website.
Added to this, there is the role of promoting the physical development of electronic commerce: The French law forced more and more store openings and the cost per square foot is becoming higher. Today, a company seeking growth cannot afford to ignore the Internet. However, if the web presence is obvious, creating your own site requires some reflection. How can it make its website an area as credible as its physical retail space? How can it use the Internet while respecting its values and brand? Finally, how can the Internet become an active client?
To analyze this growing phenomenon of e-commerce, we will focus on major retail chains such as hypermarkets in France. Every supermarket now has its online shop.
Then, we will see if the commercial site is not sufficient in itself to develop the business. Temporary non-market operations will enable it to survive and lead the user quickly to the physical store.
Hence, in the first part, we will show how basic marketing will be able to applied online, focusing on the expectations of users. Then, in the second part, we will try to answer more specific questions of the sales promotion, operations through non-market creative business with a "one-to-one" basis and reinforcement through the results allows the use of Internet.
Interney, Retail market, large scale distribution
[...] The site is expected to meet the needs of different visitors, which are divided into four categories: - Visits of intent (the user has to buy) - Visits "tracking" (the user analysis, compare and then decide) - Visits of hedonists (the user is curious and a simple visit is fun), and - Visits for informative purpose (the user is looking for information about the company, products, market). Each visitor must reach its goal quickly and as simply as possible, with minimal clicks. [...]
[...] Virgin, for example, offers the download of music in its entirety, but for a limited life. The risk of this sampling is the abuse by consumers, or the danger of a poorly locked product past the test date. The partial sample The user can, through this sample, discover some of the product or service. If he wants a book, he will be able to download one chapter, if he wants a CD, he will be able to hear a sample of a few seconds. [...]
[...] For the retail segment, the Internet is essential seen as a creator of new wealth. But the company must use it carefully, and not regard it as a medium in its own, but see it as being complementary to other media. We must distinguish between the site of brand (or corporate website, website editorial) and the merchant site. The Auchan's branded site is "auchan.fr" and online shop "auchandirect.fr" and Carrefour's respectively is "carrefour.fr" and "ooshop.com." The brand site informs the customer of the brand, its business, a portion of its range, its services and is the first contact with the user. [...]
[...] This "cracking" of the French took place with the large price reductions, unlabelled trademark, the feeling of being in a warehouse at home, and the renewal of the offer of the clients of private sale searches for bargains in clothing, and spends an average of 40 to 99 Euros. In addition, private sales sites must meet higher expectations, and risks of dissatisfaction may be important. Long delivery times, fatigue promotions made on old collections only, lack of freedom in the choice of a time pressure, lack of trying, and inefficient customer service are the factors involved. [...]
[...] Three main tools for promoting non-market customers on the Internet: We have previously discussed the importance of the website of a movie. This helps, among other things, by setting up promotions. But the abuse of promotions is risky for the brand or the company, and to its turnover. It is thus necessary to ensure that its promotions vary, and to not make them automatically like a promotional price. Let's look at three techniques for non-market sales promotion, such as contests, sampling and e-couponing, which the hypermarkets can take over. [...]
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