We selected three cases that capture the importance of understanding customer shopping strategy, supporting customers through multi-channel marketing, and improving the brand shopping experience.
Waterford Wedgwood, familiar and highly regarded makers of crystal and china, traditionally sold their wares exclusively through a retailer network. In 2002 the company started selling Waterford crystal online to buyers and, based on that experience, created and launched WedgwoodUSA.com to showcase and sell its fine china, gifts, and replacement pieces online.
Their experience with Waterford enabled the company to develop a promising dual-channel strategy. (See Figure 7.3.)
Wedgwood retailers typically carry part of their line. Store size, shelf space limitations, specialization, and customer profiles all conspire to reduce the types and patterns for display. Incorporating the entire catalog, Wedgwood’s e-commerce partner says, “[lets] people do a lot of research online before they order online or get to a store. Consumers report that ...