ICT and e-Business Impact in the Furniture Industry - empirica

ICT and e-business impact in the furniture industrye-Business approachThe e-business solution developed by Quatuor is not fully-integrated. This is theconsequence of a business strategy. Indeed, Quatuor’s e-business tools were developedin order to keep flexibility and contact with clients. The web-site had to be in line with thestore’s marketing strategy based on high-quality service and advice to customers. Theidea wasn’t to create a fully integrated e-sale platform, but more to equip the store withdistance-selling instruments, so that it could enlarge its clientele without creating a breakwith its core business and strategy.When the decision was made to develop e-sales activities, Quatuor’s managers exploredthe possibility of a system fully integrated with the ERP. In this perspective, theyassessed the products available on the market. However, it appeared that the degree offlexibility they wanted would have required a very elaborated tool, too expensive todevelop. Alternatively, they decided to go for a partially-integrated solution requiringhuman intervention at different stages and keeping the door wide open to any clientspecific demands. For instance, when an estimate enquiry is received, a manual check isnecessary to evaluate, at least, the delivery costs. But it is also an opportunity to assessthe client’s demand, call him if there is any doubt or if the client expressly asks for it. Halfhourphone calls are very frequent, in order to assist the client with advice, telling himabout materials, colours and alternatives, and helping him to make his final choice. Then,a second estimate can be sent to the client, taking fully into account his demand whileavoiding asking him to formulate a new demand from the website. Efficiency is important,but at Quatuor, personal contact, flexibility and advice are core values. 57This approach has proved to be successful and e-sales are growing. One has to keep inmind that it is not easy to sell furniture online. Pieces of furniture have an importantaesthetic function and can represent an important investment (general amount of orderare about EUR 2,500-3,000). Therefore, keeping direct contact with e-customers is a keyfactor for success in this sector.5.5.3 ImpactThe impact of e-business activities on Quatuor is difficult to assess precisely due to thelack of good benchmarks: the turnover has continuously grown from the first year ofactivity, while the website has been progressively developed. Moreover, the turnovergenerated by e-business activities cannot be assed with e-sales only (the turnovergenerated by e-sales has been growing at the same path as the global turnover). e-Business activities have clearly had an impact on the activity of the shop as well, by anincrease of the number of people visiting the shop. Statistically, 75% to 80% of theclientele visits the website before going to the shop, and 90% of the clientele have seenthe website at least one time during the purchase process.According to one of the four Quatuor’s associates, the business would not have been sosuccessful without the website, and perhaps not successful at all. The market was highlycompetitive, entrepreneurs had the minimum investment capital, were young and notexperienced in this sector. Therefore, the website has been a key factor for success,57In line with this, the website invites customers to ask for information on products which are notin the catalogue. To this purpose, a direct contact with Skype is proposed.123