BOO.COM CASE STUDY - Learning from Europe's biggest dot-com failure, Ejercicios de Gestión Comercial

¡Descarga BOO.COM CASE STUDY - Learning from Europe's biggest dot-com failure y más Ejercicios en PDF de Gestión Comercial solo en Docsity! QUESTIONS ABOUT THE CASE STUDY: 3. In many ways, the visions of Boo”s founders were “ideas before their time”. Could you give examples of e-retail techniques that Boo.com adopted and used to create an engaging online customer experience, which are now becoming commonplace? The Boo.com case highlights the importance of learning from your own mistakes, as well as looking closely at how your competitors work in order to learn from theirs as well. This case shows that what was considered a failure and mismanagement of e-commerce at one point in time can become the key to a company's success at another point in time, with minimal organisational variations and timing changes. The reality is that Boo.com was a company with ideas ahead of their time that did not take off at the time due to the social, economic and technological context but which, today, are enjoyed by all e-commerce customers. Taking into account the aforementioned socio-economic and technological context of the company at the time of its launch, the fact of betting on the use of new technologies was something really disruptive with what was being done in the industry. Boo.com, in its quest to develop an easy and intuitive shopping experience that resembled the offline experience, developed a virtual saleswoman who guided customers through the website and facilitated the shopping process by offering advice. This type of technology can be seen in e- commerce, mainly in fashion, today. There is usually always an online salesperson or chat tool for direct contact with the brand to resolve any customer queries. This advance has the Boo.com hallmark and its success has been and continues to be undeniable. Similarly, the possibility of 3D visualisation of products or the development of stock control and distribution software were developed by this company and are currently imitated by the biggest fashion brands on the planet. In the case of Boo.com, it was investment and incorrect timing that meant that these advances did not take off and, in part, led to the company's decline, as neither the company nor potential customers were prepared to assimilate their daily use. Customers are another determining factor. In the late 1990s, accessing the company's website meant having a dial-up connection and downloading software to view the products. The Internet was much less prevalent then than itis today, and access to it was also more limited for economic reasons.