| As the world moves increasingly towards shopping | | | | we're faced with our initial question - How do we |
| on the Internet, the multitude of choices available can | | | | supply this demand? |
| quickly overcome even the most experienced | | | | Supplying the need/want: While there are literally |
| shopper. Whereas in the past, your selection was | | | | hundreds of sites devoted to selling everything |
| limited to a few stores in a local geographical area, | | | | imaginable, how do you make informed choices? |
| today hundreds of e-shops compete for your money. | | | | What do you look for, and what do you need to |
| How can you choose intelligently? Let's examine a | | | | know? Sticking with children's DVDs and toys, most |
| few strategies. | | | | online retailers can be broken down into just two |
| Purchasing any item, including dvds and toys for | | | | types - a Marketer or an Affiliate. |
| children, can be reduced to that well-worn maxim, | | | | Marketers are stocked from suppliers (who may or |
| Supply and Demand. Before your mouse even | | | | may not have their own stores on the web). They |
| ventures out onto the information highway leading to | | | | tend to be small operators who do not have much |
| the online mall, we need to figure out the demand, or | | | | leeway on prices, since their profit margin can be |
| in this case, need or want. Then we can take a look | | | | very thin. While most are reputable dealers, in the |
| at the best way(s) to supply this demand. | | | | event of a problem, you deal with them directly. It |
| What is needed/wanted: In this specific instance, we | | | | can be difficult to get a satisfactory resolution in case |
| are trying to determine what items can be obtained | | | | of a dispute. |
| to satisfy the need or want. Children may want | | | | Affiliates are also stocked from suppliers, but |
| certain toys or shows, and parents want their | | | | generally the supplier is a large company, who almost |
| children to have such items. Sometimes the item in | | | | always have their own online outlets. The affiliate |
| question may differ between child and parent, but in | | | | operates a storefront; when you order from them, |
| general both agree. Where did the original idea come | | | | the items are sent via the supplier directly. Prices |
| from? That is, why is toy A wanted, but not toy B? | | | | tend to be fairly uniform, but since the affiliate is paid |
| The answer is quite simple: The child and the parent | | | | a commission, the overall markup may be less than |
| have seen it on television. Savy advertisers have | | | | shopping through a marketer. Also in case of a |
| created demand by showing it to targeted segments | | | | problem, you deal with the supplier, who may have a |
| of the population. Children who clamor for the new | | | | better reputation and process for resolving disputes |
| item, and parents who have the money to purchase | | | | than most marketers. |
| it. | | | | Why not shop at the supplier's outlets directly then, |
| The smartest advertisers offer items based on | | | | And bypass the affiliate? The answer is usually one |
| shows kids enjoy watching. In the UK, programs | | | | of savings in time and ease of shopping. Affiliate |
| aimed at children such as milkshake, cbeebies and citv | | | | stores are usually set up to specialize on certain |
| create a ready-made market for consumers of DVDs | | | | product lines, or by offering an easier layout to |
| and toys based on the animated and live-action | | | | navigate. If you're looking for toys based on the |
| shows they broadcast daily. The child watches the | | | | Thunderbirds, you don't want to be distracted by |
| show and wants the toy or video; the parent either | | | | search results that include motorcycles or WWII |
| in informed by the child, or sees the show | | | | aircraft. |
| themselves while in the company of the child. The | | | | As a shopper then, you can identify some things to |
| crucial point is that while other toys or movies may | | | | help you decide which store (Marketer or Affiliate) to |
| be offered through commercials, they tend to have | | | | use: |
| a 'flavour-of-the-month' quality to them. Eventually | | | | 1. Is the layout easy to use? Can I find what I want |
| they are replaced by other ads for other items. But | | | | quickly? |
| anything connected to a show a child may watch | | | | 2. In case of a problem, do I deal with a well-known |
| over and over again for possibly years will almost | | | | company or an unknown? |
| always have a higher demand, and for a longer period | | | | 3. Is the price fair? |
| of time. | | | | In conclusion, by basing your shopping requirements |
| So we have identified that shopping for toys and | | | | on what your children are watching, and knowing |
| DVDs themed to popular children's television will have | | | | what to look for in an online retailer, you may find |
| a sustained interest from both the initial audience | | | | you're saving yourself a lot of headaches down the |
| (children), and their parents, who actually purchase | | | | road. |
| the items. This is the source of our demand. But now | | | | |