Our economy is characterized by complex distribution networks on several levels. The Internet makes it possible to reduce this complexity. In the mature markets, the control of the distribution networks and the relations with faithful customers had a great value which often benefited from the intermediaries. The Internet makes it possible to touch diffuse customers and in the extreme case, the 'small customer', forsaken by the traditional methods, can profit, on Internet, from the same services as the 'large accounts' because the marginal cost is null; it becomes possible to reach each potential customers in a way not very expensive. At the same time it makes it possible to offer a service strongly personalized, each customer having consequently of his 'own' source of supply, his 'own' interlocutor, and even sometimes, specific products. At dawn of the 21st century, traditional stores, like Surcouf or Darty, let in more place to the services of e-business sites on the Internet which became the new source of innovation and thus the new engine of growth for the sector. One attends the phenomenon of convergence between e-business sites, contents and technologies which open new prospects in terms of incomes, services and outlets. The Internet companies direct and control this 'techno-sociologic revolution', while influencing territorial dynamics.
[...] The mix marketing of Pixmania The Price: if some of the competitors position like the least expensive of the least expensive, Pixmania plays prudence. The “good deals”, “best offers” are proposed. But no risky bets of the type: “if you find less expensive we refund you”. Pixmania does not position like a specialist in the discount. The Product: An offer which widens around the high-tech by including the associated services- photo development for example. Not less than 14 produced topics. A broad offer. Very broad. [...]
[...] The Promotion: Pixmania can attract the Net surfers on its site. Once on the site, the Net surfer is collected, by a strong communication on the products and associated services. It is the strong axis of differentiation compared to the other sites. Four points are to be underlined: 1. Pixmania has a visibility and a presence appreciably better than the other sites The communication and the actions of sale are very closely dependant. That is “to acquire” or create customer loyalty, the actions of communication are multiple (newsletter, sponsorship, VIP.), and especially all centered on the sale contract A very complete arsenal of communication: from the traditional one to the innovator. [...]
[...] According to certain returns, Pixmania still has many problems in its communication with the customer. Indeed, because of a difficult to reach customer service, the customers take quite a while to regulate their problems and that costs them much time and money. Thus, there can be problems of refunding because, for various reasons, a customer can cancel his order because the time of delivery is longer than on the site or to refuse it during the delivery because he of it is not satisfied or other various reasons. [...]
[...] Here is a takeover by force of Pixmania. The communications tools are adapted to their target. I classify in the communication the institutional videos of presentation of Pixmania, the tools of testimony of the users; PIX TV is an example of what the E-merchants can propose like supports of sale. All the communication is organized around creation of traffic or in the objective to start the sale contract. The Place (distribution): The Net of course, with a powerful grid due to the other sites of the mark, the creation of a showroom (tendency of the business, the pure-player ensure a presence on the ground), without forgetting the relay points which for Pixmania are true places of sale because having their own stock of products. [...]
[...] The Internet makes it possible to reduce this complexity. In the mature markets, the control of the distribution networks and the relations with the faithful customers has a great value which often benefit from the intermediaries drawn. The Internet makes it possible to attract diffused customers and in the extreme case, the “small customers”, forsaken by the traditional methods, that can have profits, on Internet, from the same services as the “large accounts” as the marginal cost is null. It becomes possible to reach each potential customers in way not very expensive. [...]
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