Kozák Tamás és Kozár László cikke olvasható Why are Retailers Building Marketplaces? címmel, a The Business Rewiew Journalban.
Absztrakt:
Why are Retailers Building Marketplaces? Dr. Tamas Kozak, Associate Professor, Budapest Business School, Hungary Dr. Laszlo Kozar, Professor, Budapest Business School, Hungary ABSTRACT In addition to offering a more diverse product range without the need for stock, marketplace technology can be a powerful tool for building brand engagement, enthusiasm, and loyalty, if done right. Especially for smaller brands or those just starting out, it is increasingly difficult to compete with the big guys when it comes to marketing spend. However, a marketplace model as part of a commercial strategy can be used to build community, attract new customers, and keep them coming back again and again, and differentiate your brand from competitors. For brands and retailers, expanding product offerings is an opportunity to increase revenues, but also to show customers that they are being listened to and to build brand loyalty. Offering an expanded, curated product assortment through an owned marketplace, but not an unlimited assortment, is a great way to identify customer needs and gather critical data. When the right range is curated to suit their lifestyle, customers feel that the range has been built with them in mind. Investing in resources that share trusted guidance and advice - in addition to the products in the retailer's category - is a great way to build community, increase brand awareness, and keep shoppers coming back again and again. Blogs, videos, tips, volunteer opportunities and ongoing shopper interactions in general lead to more frequent, "stickier" sales, especially when virtual shelves are stocked with repeat purchase items that regularly make it onto the family shopping list. The research paper explored how retailers and brands have an opportunity to curate enticing product expansion segments without the traditional risk of stock-outs, and how marketplaces can be used to great effect to reach new audiences, build brand enthusiasm, and drive significant revenue. They will analyze how the marketplace model fits with existing business lines, how to integrate the offering into their overall commerce technology stack in collaboration with e-commerce platforms, and what are the key disruptive technology drivers for building new business models.
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