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- "Web
Technology: a look at the Internet's effect on the
industry."
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GEORGE MATYJEWICZ
-
- is
Chief
Marketing Officer and Managing Partner at
GAP Enterprises, LLC
a management and marketing Solutioning (tm) firm. A former
retailer, he is also a veteran computer and Internet user.
-
- He is a columnist
with
- Gifts & Decorative
Accessories magazine and moderator of
E-Tailer's Digest, a discussion forum for retailers in
47 countries.
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- For answers to
your questions, e-mail George Matyjewicz
- or call him at
(201) 866-8199
-
- or write him at:
- GAP Enterprises, LLC
- One Harmon Cove Towers
- Suite 1504
- Secaucus, NJ 07094
-
- or visit their website at:
-
http://www.gapent.com/
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New York, NY May 15, 1999--
"The Internet or World Wide Web or Web or
simply the Net is creating quite a stir for retailers. It is
growing like nothing before, and, for many retailers, it is
frightening and overwhelming. " said George Matyjewicz,
Managing Partner of GAP Enterprises, LLC to retailers attending the special
Independents Day seminar at the National Stationery Show in New
York City.
"We hear typical questions
like:"
 | What is the World Wide Web? |
| Who shops on the Internet?
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| Why do people shop the
Internet? |
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- What are shoppers looking
for on the Net?
|
| What sells on the Net? |
| Is anybody making money on
the Internet? |
| Are my competitors on the
Internet? |
| What about
business-to-business? |
| What about this security
issue I hear about? |
| Are all shoppers satisfied
on the Net? |
| Is it difficult to
establish an Internet presence? |
| How do people find me on
the Internet? |
| What does it cost to
establish a Net presence?
|
Hopefully we will answer these
questions today. And we will have a
roundtable discussion after
the talk.
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-
What is this World Wide Web?
-
- First I am going to make a
bold statement:
If you are not on the
World Wide Web
within the next 18 months
The World Will Pass You By!
The World Wide
Web is also known as "The Great Equalizer." All companies are
equal - the size of a 14" computer screen! We are experiencing
a phenomenal information explosion – consumers are learning
more about companies, products and services than ever before.
The Net today is where PC's were in late 1970's. Now, who can
be without a PC?
Internet population. Nobody knows how many people are online.
Respected research firms have estimated 62 million (Intelliquest)
and 78 million (Nielsen/Commerce Net). The largest reported is
from
NUA Surveys (an international consultancy based in
Ireland), who recognizes that estimating online users is an
inexact science. They perused the many surveys and give an
‘educated guess' as to how many are on line as of May, 1999:
| USA and Canada
|
90.63
million |
| Europe |
40.09
million |
| Asia/Pacific
|
26.97
million |
| Latin America
|
5.29
million |
| Africa
|
1.14
million |
| Middle East
|
0.88
million |
| WORLDWIDE
TOTAL |
165
MILLION! |
- So, your universe is
between 62 million and 165 million.
SHOPPER PROFILE
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- There are many Net-based
surveys where they try to determine the profile of Net
surfers or shoppers. Every six months (April and October),
since April 1994, the Graphics, Visualization, & Usability (GVU)
Center at Georgia Institute of Technology in Atlanta does a
very thorough survey of the Net population which has become
the de-facto standard.
In their
tenth survey (October, 1998 ) they profiled the typical
user to be:
• 37 Years old (with most between 21-25 and 51-55)
• 88.8% have some college
• 47.6% married
• 87.2% Caucasian
• 87.0% have been on Net 1 year or more
• 88.7% purchased on Net in last 6 months
• 87.5% Visited store sites
• 84.6% Search to buy at least once month
WHY SHOP THE NET?
-
- Why are these people
shopping on the Net? And why don't they shop at my store?
You will be surprised that many (51% according to Find/SVP
study) who search the Net do look for a local store to
purchase the merchandise. So, to paraphrase the New York
State Lottery statement "You have to be in it to win it."
According to GVU, the reason folks shop on the Net (in order
of importance) are:
• 21.0% Convenience
• 18.8% Save time
• 18.7% Vendor information
• 16.0% No pressure
• 8.4% Reviews
• 8.3% Other or N/A
• 4.6% Customer opinions
• 4.2% Personalized information
Many people are asking others on discussion lists and chat
rooms about their experience with a product or service or a
company. And smart retailers will listen – the Net is really
a small community! Disgruntled customers can put you out
of business – even if you are not online!
WHAT INFORMATION ARE SHOPPERS
LOOKING FOR?
-
- The Net is an excellent
way to learn all about your company, your products and
services. So, it behooves you to provide as much information
as possible to help shoppers make a decision to buy. And it
must be easy for them to purchase. Shoppers are looking for:
• 30.7% Detailed information on products or services
and your company
• 26.6% Compare price
• 25.5% Availability of merchandise
• 8.9% Store location (yes they do look for a store
near them)
• 8.3% Other
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