Slide 11.

Chapter 11
Business-to-consumer
digital marketing practice

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.2

Learning objectives
Understand online shopping behaviour and more
specifically how consumer profiles and online
experiences shape and influence the extent to which
individuals are likely to engage with the online trading
environment
Explain the development of e-retailing and describe
various types of online retailing activities and strategies
Begin to develop an understanding from a retailers
perspective of the strategic implications of trading online
in consumer markets

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.3

Questions for marketers

What are the key decisions that a consumer-facing
organization should consider when developing an e-retail
strategy?
What are customer expectations of web-based services?
How can we maximize commercial results for our site?
How can we integrate social commerce and social media?

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.4

Introduction

Business-to-consumer (B2C) markets have made a

significant contribution to the commercial development of the
Internet encouraging wide-scale use of transactional ecommerce sites by a diverse and increasingly global range of
consumers.
This chapter explores some of the key issues which have an
impact on the growth and development of online B2C
markets focusing on retail sector.
It begins by focusing on:
a) Customer (who are they, their expectations, how online
experiences affect the motivation to shop online)
b) Retailers (the meaning and scope of the term e-retailing and
the different ways in which digital and Internet technologies
are used to create a virtual retail channel)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.5

The consumer perspective: online consumer behavior

A consumers profile can strongly influence where, when,
and how an individual shops online and also have important
marketing implications.
This consumer profile can be broke down into 2 distinct:
a) Classification variables
Age, education, employment status, gender, geography,
household size, income, ethnicity, so forth.
b) Character variables
Consumer perceptions, beliefs, and attitudes, enjoyment,
skills, and experience, and emotions.

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.6

Figure 11.1

Character variables, beliefs, attitudes and shopping intentions

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.7

The retail perspective: e-retailing

There are 3 types of operational categories for e-retailing, as

following:
i) Bricks-and-mortar:
Bricks-and-mortar retailers are generally long-established
retailers operating from bricks-and mortar store in.
ii) Clicks-and-mortar:
Clicks-and-mortar clicks-and mortar retailers tend to be
virtual merchants and design their operating format to
accommodate consumer demands by trading online
supported by a physical distribution infrastructure.
iii)Pure play retailers:
retailers clicks-only or virtual retailers operate
entirely online. In reality it is almost impossible for a business
to operate online without a point of access to the Internet.

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.8

Information only strategies

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013

Slide 11.9

Online sales strategies

Export strategy:
strategy retailers sell online but the operation has no linkages
to the physical retail presence the retailer may have in the high street.
Mirror strategy:
strategy a website has the look and feel of a retailers offline
operation but there are no linkages between online and offline channel.
Synergy strategy:
strategy there are strong links between the online and
offline operations. e.g., cross promotion.
Anti-mirror strategy:
strategy the website has become the dominant sales
channel and physical stores are used to support the web operation
rather than the other way round.
Virtual strategy: the retailer either gives up the physical presence or
does not develop one.

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013