Australia - E-Retailing Marketing Issues, Malls, Search Engines and Portals

Synopsis

With so much hype around it, e-commerce has ballooned up a host of optimistic projects. Many seem based on the notion that an ‘e’ in the name will overcome any lack of business plan or real market research and clear demand for services. Some projects have seen the Internet and electronic communication as another communication medium and distribution path, while some other projects haven’t. This report notes some projects to have emerged in Australia, noting the flawed history of online shopping malls, the limited role of portals, and some online advertising trends. Steady growth is continuing. Coles Myer is given as a case study of e-commerce hype and reality.

Table of Contents

• 1. Synopsis
• 2. Marketing issues
  • 2.1 Inherent difficulties in B2C
• 3. Shopping malls, search engines and vertical portals
  • 3.1 Portals ain’t portals
  • 3.2 Online shopping portals
  • 3.3 Malls on the Net are not winners
  • 3.4 Broadband portals
  • 3.5 Vertical portals from content providers
  • 3.6 Search engines
• 4. Advertising
  • 4.1 www.consult reserch in 2001
  • 4.2 trends in 2002
  • 4.3 Historic overview
  • 4.4 Privacy issues
• 5. Books online
  • 5.1 US dominated
  • 5.2 Ozbooks
• 6. Coles Myer
  • 6.1 E-commerce strategy
  • 6.2 Liquorland and Harris technology initiatives
  • 6.3 e.colesmeyer
  • 6.4 Kmart online
  • 6.5 Shopfast
  • Exhibit 1 – Web Shop requirements
  • Exhibit 2 – e.colesmyer initiatives