If you are a manager of a bookstore would you choose to operate only online, only offline or both? Why? Outline some of the advantages and disadvantages of the approach that you chose?
Electronic commerce is making a huge impact on the way business is managed. With the new dawn of online booksellers, traditional retailers have been forced to go online in order to compete. So if I am a manager of a bookstore, I would choose to operate it online. The reason for my choice is that there are more advantages of online bookstores than those of traditional bookstores.
First, unlike traditional “bricks and mortar” book stores, for very little set up costs online bookstores are able to reach millions of customers. Also, you don't have the cost of producing, making and distributing bulky catalogues. Products can easily be added and removed from the web site with very little extra cost. Mover, the medium of the HTML is a lot richer than print - listen to extracts of music as well as experience other multimedia enhancements not otherwise available. Products can have a list of items that the shopper might also like. In addition, shoppers’browsing patterns can be easily tracked and analyzed in much the same way the loyalty cards have allowed the Supermarkets to do.
Of course online bookstores have their own disadvantages. First, it is possible to visit a bookstore and leave with a book. But for online shopping, physical products need to be delivered and delivery costs time and money. Secondly, on-line companies have little or no face-to-face interaction, while traditional bookstores can provide the friendly service and helpful advice. Thirdly, on-line booksellers don’t own physical building where they trade business. However, physical bookstores are able to impress the customers through environmental enhances, such as comfortable seating and cafeteria areas.
In sum, in my opinion, even though traditional bookstores have their own benefits, I would choose to manage an online bookstore for its overall competitive advantages.
How does your choice depend on how specialized your bookstore is?
As far as I am concerned, to choose to open an online bookstore, or traditional bookstore or “click and brick” bookstore depends almost totally on what type the bookstore is. If it is a small bookstore and its core business is mainly collecting and selling used or rare books around the country, it is best to operate it online. For big companies like Barnes & Noble, they may seek both online and offline business. For a small corner bookstore, physical space would be enough for it to attract customers by providing some pleasant places to read and relax.
Try to sell books online?
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