Wednesday, March 3, 2010

Click-only Company

Click-only companies, as defined by Kotler are "The so-called dot-coms, which operate only online without any brick-and-mortar market presence" (428).

The internet connects these companies directly to the consumers. There is no building to go to if you want to buy their products in person. You can't wander into a store and try clothes on before you buy them, it's all done online.

An example I found of a company, such as described by Kotler above, is ModCloth. According to the About Us section on their website, " is an online clothing, accessories, and decor retailer that aims to provide a fun and engaging shopping atmosphere for you, our customer." They don't have any brick-and-mortar market presence. If you want one of their products, the only way you can have it is by ordering it online.

I thought this store was interesting because there aren't a lot of apparel stores that are strictly internet based, at least none that I'm familiar with. Most stores I've seen or heard of have a building I could go to and try clothes on AND buy online (click-and-mortar), like Urban Outfitters, Forever21, Target, etc.

Plus, ModCloth interacts with customers via social network sites like Twitter and Facebook, or requests feedback through their blog. Definitely a Click-only Company.

Nikki Macgregor, Section G


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