Overview...

Hardly a week goes by now without a large retailer announcing it's going online. While many companies are embracing visions of developing their Internet identity, a greater number are lagging behind in turning that vision into reality.

In today's global retail marketplace, successful chains are steadily beginning to understand the power of the Internet. The Doubting Thomases of the footwear industry should realise that the web won't threaten a brand's existence, but without even a modest Internet presence it will face certain alienation. In 1995, when there were a scant 19 million Internet users, the American Research company IDC predicted a new economy built on a base of over 1 billion people connected to the Internet by 2005. Today, there are over 200 million online.

Internet retailing is fast becoming conventional wisdom. It has the potential to generate new markets, customers and revenues; service individual consumers' wants and needs; provide 24/365 access to products; eliminate time and geographic barriers; provide retailers with knowledge that can be used to improve overall profitability; and create new lower cost structures.

However, due to confusing media coverage, the Internet and online shopping have presented the retailer with twin visions of heaven and hell. Too often in the past companies felt bullied into creating their online presence and their internet experience tells a tale: unrealistic expectations, low consumer traffic, poor web design, difficult navigation, low transaction volume or lack of cohesion with other corporate projects. Building a website is a long-term commitment that will require time and maintenance. By itself, a website provides little or no benefit without a business plan in place to ensure that the new venture achieves the desired goal. Who would seriously consider setting up a traditional organisation without careful preparation, investment, marketing and staffing? The important questions to ask are:

E-commerce soared from the fringes to the mainstream for businesses and individuals in 1999: now in the year 2000, consumers can take advantage of cheap appliances, free Internet access services, devices, and software, and web-enabled mobile phones. The predicted shift of women from an online minority to parity also contributes to the positive statistics, as well as secure transaction facilities and international diversity.

As the Internet is growing at such an phenomenal rate on the corporate front, join other companies now who already enjoy the benefits of working with Shoeworld.com. Become part of a structure of online directories which boast established audiences, work with an experienced team who understand the evolving internet user, and take advantage of high listings in the major search engines.

John Griffiths, managing director of Internet software supplier Intershop claims, "There is no reason why retailers should be fearful of taking advantage of what the Internet has to offer. They are not going to be overwhelmed by technical details and there's nothing inherently different about selling on the Internet to selling on the high street." With hindsight, it is incredible to think how many businesses are still waiting to develop their Internet strategies, when all around them the success stories have been valued at millions of dollars...


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