Potential E-Commerce Ideas
Potential E-Commerce ideas for Kichler Lighting Throughout the research of Kichler Lighting's web site the observation has been made that Kichler has many inadequacies in its e-commerce marketing strategy. These inadequacies include higher prices online than in brick and mortar stores, no online customer service, and a non user friendly web site. Kichler Lighting has not used the potential of the internet and e-commerce to its full benefit. Other competitors in the residential and commercial lighting industry offer greatly improved e-commerce sites with improved product flow and customer satisfaction. Thus, for Kichler to remain a competitor in the market they need to focus, in terms of e-commerce, on improved customer assistance, lower prices online, and web design. On Kichler's web site it was observed that their prices online were higher than in a brick and mortar store. In Kichler's defense, most web sites incorporated with e-commerce do advertise their Manufactures Suggested Retail Price (MSRP). Most other lighting competitors offer some type of sale or packaged deal so they can increase net sales. It is our be
liefs that for Kichler to vastly improve their product flow they need to offer some type of sale or reduced price from MSRP. Bailey acknowledge that Kichler was aware of this situation and is considering the development of an online customization program. (Bailey) Kichler depends on its sales agencies and authorized distributors for its retail sales. (Bailey) However, when asked about the online builders programs that are offered by other competitors in the industry, Mr. Bailey also acknowledged these problems and commented that it was common industry practice to advertise lighting fixtures at MSRP. The way this process works is that the builder selects lighting fixtures that are within their budget and the retailer in turn sends the product selections to Kichler's corporate office in Ohio. Thus it is the recommendation of group four that Kichler develop and online builders and homeowners customization program, improve web design, and supply better online customer service in order to optimize potential e-commerce sales and customer satisfaction. The local Kichler Lighting Representative, Mark Lebeda of Labeda & Associates, was contacted regarding the previously mentioned concerns with Kichler Lighting's web site. Kichler feels that the purpose of its website is to inform potential customers that may not have a product catalog of its available fixtures through description and pictures. This program is inefficient because of the lengthy time needed to complete this process, which is in average of four weeks. A member of Group 4, Daniel Bishop, owns a retail lighting business that deals with companies like Kichler Lighting on a daily basis.
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