Boo. com wanted to be the leader in online sport clothes around the world. That is the reason why they decided to launch the website in America and Europe. But the problem was that they invested too much money instead of waiting for revenues. Also they neglected the analysis of the technological environment. Boo. com also underestimated the cost of implementing the technology because it needed to fit with the stock control and distribution process. the company assumed that clothing has more standardized sizes with less need for a precise fit than designer clothing.
But they omitted the fact that online clothes and trainers have a higher rate of return and their target is not associated with the mail market question
Product
The choice of Boo. com is in my opinion a good name. It is a short but powerful name and it is easy
...to memorize. They have a wide range of products from classic to trendy.
Pricing
This was rather a big problem. Online sites should be cheaper or have reductions but here it was not like this. The people where not ready to pay the same price.
Promotion
They made advertisements through the TV and the newspaper. hey created a magazine called "Boom" which didn't even support the ales. It was only a fashion magazine and readers couldn't see the company's products.
Place and Physical Evidence
The distribution channel used was the Online Channel. The place wasn't appropriate at that time because buying clothes online wasn't in people's habits. It was difficult for them to get fashion and sports brands that they could offer through their website. These brands already ha
their retailers.
Process
It was too difficult to buy products online. People they were active in around 27 areas so they needed a lot of employees this equals high costs question 3
The main idea was to make a shopping experience as you would go to a normal shop. They created a virtual salesman who guides the shoppers. That was a really innovative idea during that time. The more written and visual information you provide, the more likely you are able to sell products. One other idea was to make people sign-up on the mailing list to inform them of the launch of the website. It is important for online retailers to get people's emails and inform them about new products, special offers.
Finally, they were the first online clothes retailer to think about being only online.
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