ARHI KIVILAHTI +358 50 316 1026 arhi.kivilahti@solita · 2/10/2014 · Barnes & Noble: $ 2000 M...
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Transcript of ARHI KIVILAHTI +358 50 316 1026 arhi.kivilahti@solita · 2/10/2014 · Barnes & Noble: $ 2000 M...
Verraten perinteinen markkinahäiriö
Menestyksensä uhrit
Olemassaolevat asiakkaat Liiketoimintamallit
“Whenever I ask why a certain company that has fallen on hard times is doing badly, I always start by asking why it was
successful in the first place. That is where the answer lies.” - Kamal Munir, University of Cambridge
Miksi aloittaa kivulias muutos, kun se ei vaikuta myyntiin?
Barnes & Noble vs. Amazon
1974: 1. TV adverts
1975: 1. bestseller discounts
1990: supersize strategy
1993: Starbucks into B&N
Revolutionary Barnes & Noble
=> decline of independent bookstores (market share)
1991 33 %
1997 17 %
Barnes & Noble’s response: barnesandnoble.com1997(Amazon.toast)
Barnes & Noble: $ 2000 M Amazon : $ 16 M
”You seem like a really nice guy, so don’t take this the wrong way, but you really need to sell to Barnes and Noble
and get out now.” HBS student to Bezos
Kaupan rakenne on murroksessa
Tyyntä myrskyn edellä?
“Complaining is not a strategy. Amazon is not happening to book selling; the future is
happening to book selling.”Jeff Bezos
“…part of an expansion strategy to serve customers in every European country, including Russia and Ukraine.”
Tim Collins, Director of European Operations, Amazon.com
Kykeneekö kotimainen kauppa mukautumaan?
"There will be a high street but it will change.” Sir Terry Leahy, ex-CEO Tesco
“V i ime vuonna verkkokaupan as iakkaiden ostoskäyt täytyminen muut tu i rad ikaa l is t i . Himoshoppailijoiden myötä palautusten määrä räjähti käsiin. Harva annu-ninnu-nannu ajattelee, että ilmainen toimitus ja palautus ei ole kauppiaalle ilmainen. Se maksaa kaksi kertaa lähetyskulujen verran.”
Verkkokaupan hautajaiset
“Ja kun uuden aallon verkkoasiakkaita ei puhuttele se henkilökohtainen palvelu, jota he ovat Hangossa saaneet, jää ainoaksi kilpailuvaltiksi hinta.”
Villa Hima Webshop
“Pile it high and sell it cheap”Jack Cohen, founder of Tesco
Don’t fight the disruption with it’s own weapons: Case showrooming
–Hubert Joly, CEO, Best Buy
“I think that Best Buy has killed showrooming.”
– Sean O’Connor, Head of Online Delivery and Customer Experience, John Lewis
“Showrooming is an opportunity. … good advice, service, trustworthiness and the instant
gratification of making a purchase there and then, we believe we have a winning recipe.”
Paikallisuus
Tuoreus
Sovitettavuus
Heti mukaan
–John Walden, Argos
“The new digital concept stores enable us to trial with customers several important features of what we believe a store should offer in a digital future…”
“such as a modern and universally-appealing environment”
“fast and digitally-enabled shopping journey”
“friendly colleagues that provide a human touch in an otherwise impersonal digital
transaction.”
"I don't want to be sold to when I walk into a store. The job is to be a brilliant brand ambassador. … Build an
amazing brand experience, and then it will just naturally happen."
–Angela Ahrendts, Burberry
“People don’t buy what you sell. They buy what you stand for.” Martin Butler
–Collins & Porras, Built to Last, 1994
“not to ask, “How should we change?”
but rather to ask, “What do we stand for and why do
we exist?”
© hs.fi
Ovatko kuluttajat konservatiivisia?
Liian vähän kilpailua?
© helmet.fi
Näkemystä, aktiivisuutta, pitkäjänteisyyttä
© dreamlifecreation.com
© Flickr: ambermelissa
"Invention requires long-term willingness to be misunderstood" Jeff Bezos, Amazon.com
© answers.com
“Maybe it's time Steve Jobs stopped thinking quite so differently.”- Sorry, Steve: Here's Why Apple Stores Won't Work, Business Week, 20.5.2001
