Fabmart's e - Tailing Model
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Case Details:
Case Code : ITSY024
Case Length : 14 Pages
Period : 1999-2002
Pub Date : 2002
Teaching Note : Available
Organization : Febmart
Industry : Electronic Retailing
Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
A Step Ahead of the Rest
Fabmart's e-tailing model was different from that
of other horizontal portals...
Shopping at Fabmart
Fabmart's site was designed on the 'find what you need fast'
policy. If a shopper wanted to buy a book from the bookstore, he had the option
of selecting books according to title or first/last name of the author.
There was also the facility of advanced search, which searched for books
combining two or three options.
If the customer did not have any specific book in mind, there was a browse
feature on the site, which helped him browse through all the available books
either by subject or by author. |
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Fulfillment and Payment Mechanisms
Fabmart's fulfillment process was broadly classified into sourcing, order
consolidation and delivery...
A Means to Target Promotions
Fabmart maintained a database on what each of its customers was buying. This
information was used by other companies to promote new brands...
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A Long Journey Ahead
Unlike other shopping sites which spent money without
any limit, Fabmart kept a tight tab on its spending.
For instance, it cut down 50% of its communication cost by using instant
messaging service instead of telephone lines.
According to analysts Fabmart had three characteristics in its favor: it
had depth of information and contents on albums and artists; it was easy
to navigate and order from, even compared to international stores; and
the status of any order could be found easily by logging on to "My
Account". |
Exhibits
Exhibit I: Fabmart Product Range
Exhibit II: Steps in Fabmart's e-Tailing Process
Exhibit III: Fabmall's Payment Options
Exhibit IV: Shipping Charges of Various Items
Exhibit V: Competitors of fabmart.com
Exhibit VI: Online Shoppers in 2002
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