Calyx can run a mass of online ads in a short period of time such as before busy holidays like Valentine’s Day and Christmas even on a relatively tight budget. • Calyx could differentiate their brand and products from other major competitors who have been advertising extensively through mass-media. • Since Calyx has already received orders via their website, online advertising could make customers have a seamless shopping experience. And it could prevent customer secession and customer complaints. • Calyx could track and receive more accurate feedback through internet advertising.
The mass market traditionally focused on generating “hit” products that occupy the head and neglect the low-revenue niches markets comprising the tail. The niche customers have different needs especailly for those hard-to-find product and they willing pay a premium to a firm that best satisfies them. Therefore, the overlooked niches provide a potential growth and profitable market for company and is unlikely to attract many other competitors. Furthermore, technology is dramatically changing the the way we live and we do business. As a result of consumer’s embrace of the internet as a shopping media and the internet has directly contributed to the shifting of demand of products from hits to niches comprising the long tail.
“likes” measures the about of new likers of a brand. b. Carmex: engagements are more important than likes because you can have people “like” pages with promotions without any knowledge of the product or true interest to ever purchase the products. A lot of ‘likes can provide inaccurate information due to the amount of individuals that simply click it without reading. 3 a. Engagement: Connecting to the Facebook audience by posting quality content daily that might attract consumers and gives them an opportunity to engage.
Tevin Hutchinson 11/10/2012 English 102 Technology plays a huge role in our everyday life. I do believe that technology has made our lives easier, but it also has made us more dependent on the technology itself. When using the internet for a dictionary you could easily get distracted. Anyone can put anything on the internet, so what you find might not be accurate. Most people find that looking things up on the internet is distracting because you are already on the web so why not check YouTube for a funny video, or update your status on the social network.
Both methods enable the shopper to compare pricing. Online access allows the shopper to narrow the search by price, regardless of the numerous different websites offering the same item. With brick and mortar shopping, the purchaser can browse sales ads and flyers as well as call the various merchants that offer the item to inquire on pricing and availability. Although a bit more time-consuming than the speed of the Internet, this would prevent multiple trips to several different stores. This presents the brick and mortar shopper with comparable convenience.
This is where all companies are selling similar if not the same products, but in different areas on websites in this case. Take Zappos and then look at Amazon, Shoe Dazzle, The Pink Box, FabShoes, etc. All these companies are in the same business. Zappos is not a cheap selling company either. Most of the time the prices are higher than the rest of the other companies for product, but Zappos offers their customers a different experience.
Having an online website is great advantage as It allows customers to shop at all hours and have access to purchase all products. If for example you go into to buy a product and it is out of stock you have the option to go online and still get what you need. Additionally, the option to shop online addresses the various different customer demographics, such as individuals who are disabled, as online shopping could make shopping for groceries and other necessities a lot easier for such individuals. Therefore it is evident that technological factors have increased customer satisfaction by providing customers with an alternate shopping method. The stores can be affected in either a good or bad way by Technological factors.
Comparison to other innovations mentioned at the end of the case. At the end of the case Ives mentions the way customer services have transformed due to customer convenient and cheaper fulfillment alternatives. Some of those technological innovations in those fields could be compared to web-based shopping and online grocery shopping and sometimes they cannot be. Banking: Banking could be compared to buying a commodity. Instead of going to the clerk, one can go to the ATM and withdraw money.
This affects us greatly because what we give is what we now get. In chapter one Pariser states, “Your behavior is now commodity, a tiny piece of a market that provides a platform for the personalization of the whole internet". To put in other words, your personal information is sold so businesses know what to sell. An interesting quote is added in this chapter, “If you get something for free, you’re the product, not the customer"(Pariser45). What is meant by this is sites such as Google or Facebook give us free services, or so we think, but what is really happening is they collect our personal information and sell them to businesses so they can use it to lure us into buying their products through specialized ads.
Intelligent loss of sales (e.g, 350 count of advil only option, those who need it will buy it).- helps with efficiency Treasure-hunt shopping environment i. Irresistible deals on luxury items- purchased on grey market! ii. One fourth of products always changing 1. So people buy bulk and don’t need to come back as often for those items.