Baby’s Dream to launch retailer integrated E-commerce
-- Kids Today, 7/17/2008 1:07:00 PM
COLUMBUS, GA. – Baby’s Dream Furniture has developed a way to capture untapped online sales of nursery furniture while helping its retailers increase long-term growth potential.
“With many manufacturers selling products to mass merchants and e-retailers, Baby’s Dream has created the Retailer-Integrated eCommerce program to grow with our specialty stores in this Internet age,” said David Felfeli, Baby’s Dream chairman and owner. “Because of our strong brand recognition, our Web site attracts significant traffic. By adding the ability to buy, we are able to capture that sale and transfer it to our retailer much faster.”
The Baby’s Dream e-commerce platform, ready to launch immediately, features several components that are unique to the marketplace. The most significant being that retailers’ territories will be protected and pricing will be determined by individual retailers.
Retailers are able to factor in their own desired margins and determine what is best for their market conditions. “Cost of doing business is different for everyone. Our retailers know their area better than we do; therefore we see it best that the pricing is in their hands, rather than a set price across the country,” Felfeli said. "For consumers buying online sometimes convenience is a big factor, so some areas might find price elasticity to not be an issue."
Each consumer is matched with a specific retailer in their area where their order pickup will take place. Since shipping from Baby’s Dream warehouses to retailers is built into the online pricing, the site will advertise “free shipping with Stork’s Drop.”
“Stork’s Drop” is a business process developed by Baby’s Dream to explain that an online order is dropped off at a local retailer for consumer pickup without incurring shipping fees. Consumers can choose to pay for in-home delivery provided by the local retailer with additional fees as an alternative.
All development, maintenance, and customer service for the e-commerce will be handled by Baby’s Dream making it nearly effortless on the retailer’s side. There is no charge to the retailers. “Consumers who want to buy online are generally the people who have never visited the store previously. When consumers visit the store to pick-up their order they are going to encounter everything else the store offers, such as gliders, strollers, accessories and etc. This Retailer-Integrated e-commerce program will simply generate another revenue stream and bring more people into specialty store,.” Felfeli said.
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