Ch. 6: Technology & Internet Commerce
in Retailing
• SKU numbers, bar codes, & Radio Frequency
Identification
• Pointofsale terminals & systems; Electronic Shelf
Labeling
• Quick Response & Efficient Customer Response
• Electronic Data Interchange & Extensible Markup
Language
• eCommerce (“etailing”) & Internet marketing
• New frontiers: global data synchronization;
Collaborative Planning, Forecasting & Replenishment
systems; & more
Copyright © 2006 by John Wiley & Sons, Inc. All rights rese
Product Labeling Terminology
• SKU – Stock keeping Unit, the product’s individual
identification number in the store’s system.
• UPC – Universal Product Code, the 12digit bar
code that allows computerized scanners to identify
the item.
• EAN – European Article Numbering, an alternative
bar code system used in at least 80 countries. EANS
have either 8 or 12 digits.
• GTIN – Global Trade Identification Number, a new
14digit code expected to replace UPCs and EANs.
Copyright © 2006 by John Wiley & Sons, Inc. All rights rese
Radio Frequency Identification (RFID)
PROS CONS
• Speed of inventory
functions
• Improved ability to track
& manage inventory
• Tags can be
programmed to hold
extensive information
• Tags are secure, cannot
be modified after
programming
• Handheld capability
• Cost of technology
• Consumers’ privacy
concerns
• Demand for systems
outstrips current supply
• Not for use with
products containing
liquid or metal
• Tag failure rates
• Too much data, some
of which may be
repetitive
Copyright © 2006 by John Wiley & Sons, Inc. All rights rese
Selling Online – Unique
Website Considerations
•
•
•
•
•
•
•
How many pages should the site have?
How many items on a page?
How prominently should price be featured?
How quickly can price changes be updated?
How many “views” of each item should be available?
Who provides the photos/artwork?
How to hide items or inform customers when they are
out of stock?
• How to group/categorize items on pages?
• How to prompt customers to view “accessory” or add
on items?
Copyright © 2006 by John Wiley & Sons, Inc. All rights rese
Ahhh, technology – how many of these
acronyms do you know?
(Hint: They’re all found in Chapter 6!)
ECR
RFID
VMI
ESL
GTAG
EDI
EAN
GDSN
XML
SKU
CRM
JIT
POS
EPC
LCD
GTIN
QR
UPC
Copyright © 2006 by John Wiley & Sons, Inc. All rights rese