Abstract:
This research work aims to analyze the business dynamics underlying the online retail sector, given recent developments brought by the “new economy”.
The first chapter gives a brief overview of current macroeconomic scenarios, within purchasing behaviour is getting always more used to virtual shopping experiences. Customers’ new decision journey is examined in detail; differences regarding some of the issues concerning a purchase decision (brand awareness, quality perception, payment methods, and post-sales services), are highlighted in order to make a comparison with traditional shopping behaviour.
The second chapter, then, deals with the ‘Hello Baby Ltd’ case study; this small company, where I did an internship last summer, is an online retailer based in St. Albans, Uk. After a quick glance at some data, we will go through different business features characterizing the company: its process of internationalization, choices made over sales channels, the way through which those channels are managed, and its social media strategy.
These issues are then followed by some managerial implications, which will come into the future sector frame, under discussion in the third chapter. The omnichannel retailing experience and the reasons why personalization should be at the heart of a retailer’s customer strategy are the main topics addressed in this last part of my work.
Given the future scenario, which seems to take form on the horizon in the next few years, some suggestions regarding a possible business strategy – as far as Hello Baby Ltd is concerned – will be then raised. Personal conclusions, together with bibliography, will indeed complete this research work.
