13/10/2014 The impact of E-commerce on traditional business value.
- Wednesday, 10th August 2005 at 4Hoteliers
http://www.4hoteliers.com/features/article/389 1/8 CONCIERGE DESK eMail This Page Get Newsletters Submit Content Advertising Contact Us The impact of E- commerce on traditional business value. By David Haigh ~ CEO Brand Finance plc Wednesday, 10th August 2005
The hype surrounding the Internet has been overstated. Companies however, cannot afford to ignore this market and issues need to be addressed before off-line companies can compete and take advantage of this medium. THINK New Ideas Fortune 500 research suggests large established companies have been slow to react, and then poorly. Although 90% of those companies had a web-site, only 10% contained 2-way interaction and 4% commerce transaction. However the strength of established companies brands, their reputation and overall financial strength will enable them to successfully hit back at new cyber competitors and then dominate the on-line market. It is likely that only a select few cyber-brands will survive independently in the long term, principally those companies that have built early brand equity and leadership (ie. Amazon.com, E-trade and FT.com). Before established companies dominate the market they must consolidate their on and off- line brand, pricing, strategy and business model. Related Articles (Click title to read article) Time to Let the Brand out The Bag. Useful Links (Click company to visit) A-Listings - Exclusive Links Section @ 4Hoteliers www.4hoteliers.com/4hots_mshw.php?mwi=9 13/10/2014 The impact of E-commerce on traditional business value. - Wednesday, 10th August 2005 at 4Hoteliers http://www.4hoteliers.com/features/article/389 2/8 On-line consolidation Internet consumers are an affluent, educated and lucrative market. According to Total Research, a US based research consultancy, Internet consumers likes and dislikes vary from the general population. Although the composition of the Internet market may change it is likely it will remain significantly different to the population as a whole. In branding terms, how do companies target this specific audience whilst not diluting or confusing other brand communication messages received by consumers using other channels or a combination of channels? The three principal branding options are to transfer the existing brand on-line (Barclays on-line), create an entirely new brand (Egg Prudential) or create a sub- brand linked to the parent brand (Smile The Internet Bank of the Co-operative). The appropriate strategy will differ according to the sector, the off-line brand value and the degree of overlap with the off- line business. If market conditions are favourable the first option is preferable. In pricing terms, how do companies offer products to consumers via the net at a lower price then through off- line channels? Paul Edwards of the Henley Centre illustrates an example from the financial service sector of the cost savings that can be passed on. It costs US banks one dollar and eight cents to process a transaction through a cashier, 54 cents via the telephone and a mere 13 AETHOS Consulting Group ~ Overview and Articles www.4hoteliers.com/4hots_mshw.php?mwi=72 Connect with us at LinkedIn hk.linkedin.com/in/4hoteliers Customized Hotel & Restaurant Equipment www.forkandchopstick.com Follow us on Twitter! www.twitter.com/4hoteliers Hospitality Consultants ~ Lifestyle Concepts www.lifestyle-concepts.com Hospitality IT & Technology www.nonweiler.com Hotel Opening Processes: Exploring better ways to open new hotels. www.hotelopeningprocesses.com ITB 2015 Marketing www.4hoteliers.com/news/story/9725 Private, luxurious holiday villa in Valbonne www.villa-valbonne-biot.com/en Recommended Book: Project Management of Hotel Opening Processes. www.4hoteliers.com/news/story/13243 Sayang - For True Wine Lovers www.sayangwines.com TravelDaily China Travel Distribution Summit event.traveldaily.cn/23/index_en.aspx TV4Hoteliers.com - Live Interviews TV4Hoteliers.com Wynamics ~ Working the Dynamics of Wine www.wynamics.com ZIXI - Your Asian Partner: Advisory - Sourcing - Project Management - Market Entry zixi.hk 13/10/2014 The impact of E-commerce on traditional business value. - Wednesday, 10th August 2005 at 4Hoteliers http://www.4hoteliers.com/features/article/389 3/8 cents via the Internet. This reduction in cost allows companies to charge lower prices but can create commercial problems. A dual pricing structure will raise serious questions from consumers and the price differentials may be impossible to explain. Internet branding Concerns arising from possible price and brand conflict that has led many companies to create new sub cyber-brands, as evidenced in the financial services sector with Egg, Smile and Marbles. This is a severe strategy. Established brands have taken years to build and generally enjoy goodwill and brand equity among a large audience. The cost of building a cyberbrand may be relatively low in comparison to building an off-line brand but is still considerable. John Coleman, President of San Francisco based on-line agency Via Web Design, estimates for a business to business brand, it takes $10 million to $30 million to launch. According to Forrestor Research, costs are high, principally because building a brand on-line requires a persistent presence. Robinson- Humphrey estimate that it cost Yahoo! $300million to build a dominant brand and AOL $2billion, a significant amount as shareholders will agree. To avoid this cost established companies need to utilise the awareness and equity of the existing brand. Companies like Tesco and WH Smith can benefit from the strong brand value they command in their sectors. New brands lead to 13/10/2014 The impact of E-commerce on traditional business value. - Wednesday, 10th August 2005 at 4Hoteliers http://www.4hoteliers.com/features/article/389 4/8 cannibalisation. However established brands cannot simply be transferred on-line. It is much more complicated than that. Stephen Neils, Co- Founder and President of Absolute Business, a US based I-builder, states Treating the web as just another distribution channel instead of seeing it as a different medium with different needs, backfires. Although brands do not guarantee success they help achieve it. Company structures and thinking however need to adapt. Off-line companies push their product, on the Internet they need to pull their customers through the channel. Marketing emphasis will change from mass marketing to 1:1 direct marketing utilising detailed databanks and focusing on customer service and relationship building. Ram Shiriram, Vice President of business development at Amazon.com, states Amazons products are very aggressively priced to begin with but service is a very important component of on- line sales. Core competencies may need to change to provide adequate dynamic service and business models will undoubtedly have to react. Internet channels will not necessarily lead to increased turnover and profitability. The darling of e-commerce Amazon.com lost $111million US dollars at its last year end despite achieving the highest awareness amongst on-line retailers in both the US and UK. Despite poor financial results for most on-line companies the Internet as a mainstream channel has 13/10/2014 The impact of E-commerce on traditional business value. - Wednesday, 10th August 2005 at 4Hoteliers http://www.4hoteliers.com/features/article/389 5/8 arrived. It is a new business channel suited to the time conscious consumers. Brand loyalty using interactive and highly targeted marketing techniques, such as automated replenishment and customisation, can secure income streams. If one can repeatedly order from Tesco without having to do much, value is increased and customer migration decreases. Conclusion Brand evaluations will help reconcile different business channels and the brands within them. A brand audit will assist with brand transition strategy from off to on- line and enable companies to see where brand value can be increased. Some traditional brands will not succeed on- line, some cyberbrands will, some brands will perform equally well in both channels. New business and marketing models will have to be devised and established companies may find they need to split their on and off-line operations significantly to serve both markets effectively. The high street distribution will be complemented, rather then replaced, by the Internet and must not be forgotten in the rush to be on the net. Although the value of companies in share price terms has been positive for net friendly companies this bubble is likely to burst. Value will only be increased on-line if structures, cultures and brand associations can be molded to suit the on-line marketplace. The Internet will be a sizeable and lucrative market and those companies that can take advantage of it will benefit. However realism must ensure 13/10/2014 The impact of E-commerce on traditional business value. - Wednesday, 10th August 2005 at 4Hoteliers http://www.4hoteliers.com/features/article/389 6/8 that we do not over estimate what the Internet will do for business. Eventually as the market matures it will be seen that local and established companies will dominate as they currently do in other channels and that only a handful of successful new ventures will penetrate the market to a significant level. The Amazon.com will be the exception, not the rule. Sorry shareholders! This article may differ slightly from that published in Marketing Business in March 2000. David Haigh BA, ACA, FCIM, MAE CHIEF EXECUTIVE OFFICER, Brand Finance plc David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years. David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David is a fellow of the UK Chartered Institute of Marketing. He is author of Brand Valuation (FT - Retail and Consumer Publishing, 1998), Brand Valuation - a 13/10/2014 The impact of E-commerce on traditional business value. - Wednesday, 10th August 2005 at 4Hoteliers http://www.4hoteliers.com/features/article/389 7/8 review of current practice (IPA, 1996), Strategic Control of Marketing Finance (FT/Pitman Publishing 1994). Davids most recent publication was co-authored with Gilson Nunes (Managing Director, Brand Finance do Brasil) and is titled Marca Valor do Intangvel (Editora Atlas, August 2003). This is Davids first publication in Portuguese and has been released in both Brazil and Portugal. Brand Finance plc Brand Finance is a specialist consultancy dedicated to the better understanding of marketing finances. It is entirely independent and offers a highly professional approach to marketing accountability and brand valuation. Brand Finance now has a presence in eight countries, including the UK, USA, Spain, Brazil, Australia and Hong Kong. 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