Scribd
Upload
460 views

Boo.com.ppt

Boo.com was an online retailer founded in 1998 that aimed to offer high-end designer clothing from brands like Nike and Ralph Lauren. It spent over $200 million on its launch but faced many issues like a changing launch date, a slow and difficult website, and being incompatible with Macintosh. After only 6 months and losing money, Boo.com was acquired by Fashionmall.com. The presentation analyzed Boo.com's failures and provided recommendations like starting smaller and regionally, establishing budgets, and better understanding customers.

Uploaded by

Mary Jean Asuncion Brocoy
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
460 views

Boo.com.ppt

Boo.com was an online retailer founded in 1998 that aimed to offer high-end designer clothing from brands like Nike and Ralph Lauren. It spent over $200 million on its launch but faced many issues like a changing launch date, a slow and difficult website, and being incompatible with Macintosh. After only 6 months and losing money, Boo.com was acquired by Fashionmall.com. The presentation analyzed Boo.com's failures and provided recommendations like starting smaller and regionally, establishing budgets, and better understanding customers.

Uploaded by

Mary Jean Asuncion Brocoy
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 11

BOO.COM: POSTER CHILD FOR DOT.COM FAILURE?

Presented By: Besa, Louvel Brocoy, MJ Borja, Karina Ko, David Ilumin, Manilyn

Introduction

Boo.com was started by 3 Swedish entrepreneurs New business for online shoppers Offered high-quality designer sportswear Offered brand names such as:
North Face Adidas Nike Fila Lacoste Polo Ralph Lauren

How Boo.com worked

Enabled online-shoppers to view products in full-color and three dimensional Zoom Feature Rotate items 360 degrees Advanced search engine allowed to search by color, brand, price, and style Miss Boo animated figure for questions Loyalty points

How Boo.com worked

Free delivery within one week Free returns Fluent in seven languages Local currencies were accepted from 18 countries
These

countries national taxes were calculated and collected

Issues

Launch date kept changing Spent 25 million in advertising alone Only 40% of customers could access site Site design was slow and difficult to use 1 in 4 attempts to make purchase worked Site not compatible with Macintosh Spent over 200 million to launch the site

Objective

To obtain a deeper understanding of macroenvironmental factors By a study of Boo.com customers buying behaviour and perceptions in relation to their website To have a strong management skill By further research in the financial sector will facilitate the development and sustainability of this kind of online reatialing

Short Life Span

Boo.com was live for about 6 months Site too complex for users Losing money and had to discount clothing 40 percent Poor planning and control
Budgeting,

planning, execution

Bought out by Fashionmall.com

Areas of Consideration

Strengths Big resources and funding Media savvy Huge marketing campaigns Innovativeness : State of the art technology, Miss Boo Good networking skills Weakness Liability of newness, lack of experience in the industry, lack of management skills Lack of financial controls Too ambitious, expand too fast Did not understand customers Clumsy User Interface

Areas of Consideration

Opportunities Breaking into 18 countries simultaneously Worldwide branding First to come up with virtual fittings Economies of scale opportunities Exploit its logistics platform to sell other products Threats E-Commerce relatively new Low adoption of technology by users Key internet buying driver lower prices Conflict with retailer interest High expectations from stakeholders and customers to deliver

Recommendations

Start with smaller region Established a firm budget Test the software
Prevented

slow times Access issues

Researched what the users had


Type

on internet service What their expectations were

Learning Points

Too much promotional spending TV, radio and fashion magazines -cash consumption rate too fast Technical glitches: -innovative 3D product photography slow multi-lingual, multi-currency ambitions not delivered slow performance; high expectation of client workstation capability Mis-read customer profile: -impatient young female -desire for social aspect to shopping

You might also like