Understanding E-commerce Product Design Strategy

Abstract

There is a saying which means it is not advisable to force fit a solution—“YOU CANNOT PUSH A SQUARE PEG THROUGH A ROUND HOLE”. As we know, for sales and marketing teams, channels used for marketing is quite important (they are referred here as holes). Channels as we know are the different conduits that are used to reach end users. Examples are salespersons, distributors, retailers, the Internet. When a particular product or service is designed, which is referred to as ‘peg’ here, channel selection becomes quite important. A correct fitment of products and channels will ensure lower selling costs, availability of products at the right time, and fewer customer problems. Today, technology is changing the shape of the channel by enhancing capability of existing channels and creating new ones. Marketers need to design and make their products ready to be easily sold, marketed, and serviced through these “technology enabled” channels. In the new economy, this fitment is becoming critical.