Zara has decided to launch an online store. Even though H&M has already done such a move, this is a great news because it shows how companies are moving fast toward a multi channel distribution strategy. Nowadays, it is important to provide a 360 degrees customer experience. Inditex vice president qualify this move as not important on a strategical point of view, but would allow Zara to enhance customer experience.
I don't agree. I believe that adding up an ecommerce platform changes dramatically the marketing approach. Hence the website will provide more product information, and will also provide more online advertising capabilities, thanks to more efficient keywords campaigns (based on a return on investment strategy, and not only to a number of contacts generated basis).
What do you think about it?
