INTERNET STRATEGY AUDIT
...retail and catalog experience along with e-commerce expertise to create real-world recommendations for business success. Benefits Of An Internet Strategy Audit For companies just developing their strategy, benefits include: • Understanding the Internet’s potential impact on your product or business segment. • Developing a recommendation of what role the Internet should play in your business. • A study of key competitors and their strategies. • Understanding the implications to current and future retail “brick and mortar” locations. • Determining changes that should be made to optimize current business and develop a successful “click and mortar” strategy. • Determining the necessary ingredients for success; deciding the skill sets and the infrastructure needs of the business. • Recommendation of appropriate strategies for moving forward. Benefits of an Internet Strategic Audit (cont’d) For companies with an existing commerce web site, benefits include: • A candid evaluation of where your company is positioned today. • A careful analysis of your company’s current Web presence. This includes benchmarking the site against current best practices and customer expectations. • An assessment of how the site stacks up against direct competition. • Recommendations for improving all aspects of the site, including order handling and customer service. • An evaluation of integration efforts with current physical stores and what can be done to improve synergies. • An understanding of the implications for current and future brick and mortar locations. How Does An Internet Strategy Audit Work? Based upon the same hands-on technique used to evaluate and create retail stores and strategies, our focus is on practical solutions – derived from strategic planning, a consumer-based approach, and considerable experience. Step 1: Meeting between McMillan|Doolittle and the client company, covering: • Trends in the client’s retail segments • Actions/strategies of key competitors • Issues facing the client and the segment in which it competes Step 2: Extensive study of the segment from an on-line and physical store perspective, utilizing our proprietary Making Retail Click™ methodology. We examine more than 30 success attributes across six key dimensions: • Concept • Content • Communication • Price • Site • Service Step 3: Review of audit observations: • Develop hypotheses and recommendations • Key findings are summarized in headline form – delivered to the client in a concise, straightforward, actionab...