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Published by: Business Insights
Published: Dec. 1, 2001 - 194 Pages
Table of Contents
Executive Summary
Overview of the Food & Drink eCommerce Market
Implementation & Costs
Technology & Legal Issues
Retailing
Fulfillment
The Marketing Mix
Industry Opinion Survey
Chapter 1 Overview of the Food & Drink eCommerce Market
Summary
Introduction
Why this report was written
Can anything make it work?
What can eCommerce do?
What is the market worth?
Where is it going?
The global context
Chapter 2 Implementation & Costs
Summary
Introduction
Identifying the opportunities and audience
Forecasting
Soothsaying
Reading the runes
Costings
Retailer spend versus customer spend
Customer acquisition
Tiered service levels
Economics and demographics
Economic targeting
Geography
The human element
Customer care
The cost of fulfillment
Buying direct
Chapter 3 Technology & Legal Issues
Summary
Introduction
Technology
Channels to market - the new media
Case Study: Thorntons Chocolates
Holding the future in your hand
Case Study: Taste (Carlton Food Network/J Sainsbury)
Reasons for failure
Customer Relationship Management (CRM)
Case Study: Green Hills Farms
Legal issues
Government involvement
Privacy
Security
When is payment taken?
Minimizing the risks
Convincing the consumer
Chapter 4 Retailing
Summary
Introduction
Can food be profitable?
What are we buying?
Gifts and luxuries
Buying direct
Customer care
Increasing the offer
Cannibalization
Customer confidence
Barriers to uptake
Getting what you pay for
Cultural reluctance
Supermarket cyberwars
First mover or patient observer?
Who are the shoppers?
ASDA
Iceland
Ocado
Safeway
Sainsbury’s
Somerfield
Tesco
Case Study: Tesco.com
Waitrose
Global snapshots
South America
Argentina
Europe
France
Switzerland
Asia
India
Japan
Korea
Case Study: LeShop.ch
North America
Albertsons Inc
Electricfood.com
Grocery Gateway
Case Study: Electricfood
GroceryStreet
Homeruns.com
MyWebGrocer
Netgrocer
PDQuick
Peapod
Webvan
Case Study: Webvan
WhyRunOut
Associations and other useful organizations
Association of Consumer Direct Grocers (ACDG)
Grocery Manufacturers of America (GMA)
Interactive Media in Retail Group (IMRG)
Institute of Grocery Distribution (IGD)
Chapter 5 Fulfillment
Summary
Introduction
The dreaded last mile
Fulfillment - a make or break issue
Market testing
Unattended delivery - the search for a solution
Case Study: Food Ferry
Courier companies
Same day deliveries
Lockable box schemes
HomePort
BearBox
Laing Homes' Home Delivery Dock
Coded Access
The Keyholding Company
Local drop schemes
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Carriage costs
Outsourcing
Whose responsibility is it?
International deliveries
Distribution - issues to consider when selecting carrier
Chapter 6 The Marketing Mix
Summary
Introduction
Branding
Marketing, branding and globalization
Cross marketing
Collaborative marketing
Promoting food brands online
Case Study: Unilever
Case Study: Sharwood's
Expatriate shopping online
Manufacturers or retailers?
Case Study: Expatshopping.com
Case Study: H J Heinz
Chapter 7 Industry Opinion Survey
Summary
Introduction
Respondent breakdown
Food manufacturers and processors
Drinks manufacturers
Ingredients and commodities suppliers
Retailers and distributors
Survey results
Marketing and branding
How important a role does eCommerce play in providing product information?
How important a role does eCommerce play in reinforcing your brand image?
How important a role does eCommerce play in providing improved customer service?
How important a role does eCommerce play in using special offers to increase sales & loyalty?
How important a role does eCommerce play in extending global reach?
eFulfillment
How important a role does eCommerce play in controlling your ordering/despatching facilities?
How important a role does eCommerce play in increasing the speed of despatch?
How important a role does eCommerce play in controlling your deliveries?
How important a role does eCommerce play in offering 24/7 delivery slots?
Appendix
Glossary of terms
Index terms
B2C Stop Press
List of Figures
Figure 1.1: Regional B2C revenue ($bn), 2000-05
Figure 1.2: Regional B2C revenue market share (%), 2000-05
Figure 7.3: How important a role does eCommerce play in providing product information?
Figure 7.4: How important a role does eCommerce play in reinforcing your brand image?
Figure 7.5: How important a role does eCommerce play in providing improved customer service?
Figure 7.6: How important a role does eCommerce play in using special offers to increase sales & loyalty?
Figure 7.7: How important a role does eCommerce play in extending global reach?
Figure 7.8: How important a role does eCommerce play in controlling your ordering/dispatching facilities?
Figure 7.9: How important a role does eCommerce play in increasing the speed of despatch?
Figure 7.10: How important a role does eCommerce play in controlling your deliveries?
Figure 7.11: How important a role does eCommerce play in offering 24/7 delivery slots?
List of Tables
Table 1.1: Regional B2C revenue ($bn), 2000-05
Table 1.2: Regional B2C revenue market share (%), 2000-05
AbstractThe key to successful eCommerce for the food and drink industry lies in linking manufacturers' marketing and promotional skills with retailers' transactional and fulfillment expertise. Best Practice B2C eCommerce in Food and Drink: Online strategies to meet the demand of your consumers, a management report by Business Insights, providing a complete overview of the eCommerce market within food and drinks markets. The report examines the retailing, fulfillment, implementation and cost, marketing mix, technology and legal factors fuelling the food and drink eCommerce market. By analysing the purchasing behaviour of the consumer, their requirements and why they purchase online, the report examines opportunities for co-existence between sites and the latest hot issues such as mutlti-channel marketing.
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