Comparing two contrasting businesses that have approached online selling from very different perspectives – one very well-established and familiar with traditional retailing through stores, the other launching its business entirely online despite its choice of product being one traditionally sold on the high street.
Case studies covered
Seeing how Danish toy manufacturer Lego has adapted to selling its range online by involving its customers directly in new product development, while at the same time increasing customer awareness by using its famous plastic bricks to create public art.
Looking at relative newcomer Zappo, a successful US-based sports shoe and clothing retailer who defied preconceptions of the need for a physical store in selling items that were traditionally ‘tried for size’ by moving straight online with their retail proposition.
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