Discuss whether it is essential for a high street retailer to also sell its product
using e-commerce. Justify your view. (16 marks)
There are many reasons as to whether it is essential or isn’t essential for a
high street retailer to use e-commerce in this modern world. There are multiple
drawbacks and multiple advantages that enable the retailer to progress
forward in this ever changing world. In my opinion it is very beneficial for
retailers to use e-commerce because there is an increasingly faster rate of
technological change in the market and marketing methods. However it is
certainly not essential for a high street retailer to have an online store as well
since they already have enough traffic to make profit.
There are multiple reasons why (to some extent) it is essential for high street
retailers such as Nike, JD and Next to use e-commerce. FIrstly, and most
importantly because it is essential for businesses to keep up with changes in
the world. They need to acknowledge that technology has become a large part
of our everyday lives and people are starting to use the internet more and
more to buy and sell goods. This is mostly because of the fact that it is more
convenient, quicker, easier and cheaper. People can buy and sell things in an
instant whereas before, they had to make the effort to walk or drive to their
desired retailers. Having an online store as well will allow high street retailers
to adapt and thrive in an ever changing economy, to maximise their profits.
Using e-commerce would allow them to reach a broader target audience.
People from all over the world will be able to buy products from their stores
with just a click. They won’t have to rely on locals for their incomes as they will
be able to get much more traffic to their stores, which means there will be lots
more potential customers and much more sales. Since high street retailers are
already popular and have already established a great brand image and
customer base (that are loyal to them), they’d have a good chance of being
recognised online which means they don’t have to worry about their online
store failing because people don’t know about them and they can’t find them,
or that they don’t trust them because they’re unknown to the customers. It also
means that they have a better chance of competing with other businesses
across the globe. Using e-commerce means they will have lots more
competition making it harder for them to be successful in this completely new
economy. However wIth the use of advertising, the retailers can inform their
customer base as well as everyone else that they now have an online store
that they can use. Because they are high street retailers, they most probably
have enough spare money to spend on expensive advertising methods such
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