ETD: 913 How to set up a new store; Phishing; Online TV advertising
E-Tailer's Digest
etd_post at gapent.com
Wed Aug 17 22:23:56 GMT 2005
E-Tailer's Digest --- Everything for the Retailer
Issue #0913 August 18, 2005
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] How to set up a new store
[3] Phishing
[4] Online TV advertising
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[1] Greetings.
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Hi All:
A wholesaler client is setting up new stores and wanted some help on how to
do so, and the related costs. I gave them the information, and thought
this would be a good topic for E-Tailer's Digest. Let's see your input.
In the old days fishing meant going to the lake with your rod and catching
some fish. Today's "phishing" is not the same - it's very dangerous. Find
out what to do to protect yourself.
With the use of high speed broadband, the Internet suddenly got faster. No
longer do you have to wait for screens on your 28.8 modem (only few of us
were around long enough to use 14.4). With high speed comes new
opportunities. Soon you may see TV ads and the related movies. Doesn't
sound too exciting to me.
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem at gapent.com
http://www.etailersdigest.com
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[2] How to set up a new store
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A wholesale client called me and said they were going to open retail
stores, and asked what they should do. My first reply was to see a
psychiatrist. ;-) Then I got to thinking, this is a good topic for our list
members. So, if you had to set up a new store selling ladies apparel, what
would you do? Let's assume the store would be 2,000 square feet and one
POS register. How would you determine what is needed and estimate the costs?
Some thoughts:
1. Technology - cost of hardware, software, polling, back office. etc.
2. Fixtures - racks for clothes, counters, etc.
3. Limited back room storage (you don't want to waste your selling floor).
4. Decorating - walls, floors, windows, etc.
5. Merchandise - how do you determine how much to stock initially? What
merchandise?
6. Advertising - where, when, how much?
I gave them my thoughts, and am curious what you would do. Reply even if
you can only answer one thing, e.g., technology.
George
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[3] Phishing
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I received a notice from The Wall Street Journal Online who wants to
educate their subscribers about the increasingly prevalent online scam
commonly known as "phishing." It was an interesting message, and worth
discussing here.
Phishing, simply, is a scam in which fraudsters "fish" for personal
information by pretending to be a legitimate company. Typically, a phisher
sends an email or pop-up message that appears to be from a company or brand
that you trust, such as a bank or credit card issuer, or even Dow Jones or
The Wall Street Journal, in an attempt to obtain sensitive information from
you. A phish attempt often threatens that your account is in jeopardy and
asks you to validate, confirm or update information, such as your
subscriber or credit card information. Phishers usually disguise the
"from" address of their emails and present you with links to Web sites that
appear to be legitimate, but when you reply to that email or click on those
links, you are directed to the phisher. Yet you think you are at the
legitimate site.
Some things to consider when you get such a notice:
o Call the company to deal with your account over the telephone, not in
reply to an e-mail.
o Instead of linking to the site using the URL provided, go to it as you
normally would, and update your information the way you normally would.
o NEVER give out your password, login, security code on your cards, or any
other sensitive data.
A little common sense goes a long way.
George
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[4] Online TV advertising
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Forecasts calling for online advertising to continue to grow in
double-digit figures for some time to come now take into account the
inevitable arrival of video commercials. Recent innovations such as
Google's video search and similar technology from both Yahoo and AOL, seem
to portend the imminent arrival of such commercials.
The Interactive Advertising Bureau said online advertising spending reached
US$9.6 billion in 2004, a 33 percent increase over the previous year, and
is on pace to continue that rapid growth.
Underscoring the arrival of rich-media ads, the IAB in May released a draft
of its first-ever set of creative guidelines for broadband advertising. The
voluntary guidelines are meant to offer both Web publishers and content
owners and marketers some common ground on how and when such ads should appear.
The potential upside for the Internet is enormous: Marketers pumped $70
billion into TV ads last year in the U.S. alone. A lot of that may soon go
to the Web.
"The TV audience continues to fragment," said PricewaterhouseCoopers New
Media Group Chair Tom Hyland. "Add the growth of broadband in the home,
which enables advertisers to deliver rich media, and brand advertisers have
a new mass audience to target. The economics are too compelling for
marketers to ignore."
Still, analysts say users shouldn't expect to see the same ads that appear
on "Desperate Housewives" showing up in their browser window. Instead,
marketers are hard at work on using the inherent power of the Web as a tool
for personalization to create video commercials that literally speak to
individual users.
"Video commercials will spread online, but the successful ones won't be
much like traditional TV commercials," Bruce Kasanoff, president of
marketing firm Now Possible, told the E-Commerce Times.
Instead, Kasanoff said, the ads will be more likely to interact with
viewers than "talk at them." Web commercials will also be more entertaining
because of the creative freedom the Internet affords.
Eventually, such ads will be "dynamically generated," with the same
commercials appearing slightly different to individual viewers based on
when and where they're seeing it and basic demographic information,
Kasanoff added.
The IAB notes that advertisers are turning to the Internet more and more
because it's the one medium that has developed an instant method of
measuring effectiveness. Rather than relying on subjective notions of brand
awareness, Web ads can be evaluated in real time to determine if they're
prompting users to take action by clicking to a Web site or requesting
information about a product or service.
Still, analysts say it's too early to know how such ads will be distributed
online. Ads might appear before content loads, or they might show up
halfway through a video clip or other media, when users are more likely to
be paying attention. Or they might come at the end of a music video or in
between rounds of an interactive, multi-player video game.
Much will likely depend on how users react. So far, the early forays into
online video commercials have not been met with much in the way of outcry,
Enderle noted.
Details at...
http://www.ecommercetimes.com/story/45272.html
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